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Elevating the Profile of Turkey as “The Perfect Protein” Results 2011 Marketing Communications Program Marketing Communi

Elevating the Profile of Turkey as “The Perfect Protein” Results 2011 Marketing Communications Program Marketing Communications Committee Meeting Feb. 16, 2012. The Strategy. Take advantage of First Lady Michelle Obama’s efforts to fight childhood obesity.

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Elevating the Profile of Turkey as “The Perfect Protein” Results 2011 Marketing Communications Program Marketing Communi

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  1. Elevating the Profile of Turkey as “The Perfect Protein” Results 2011 Marketing Communications Program Marketing Communications Committee Meeting Feb. 16, 2012

  2. The Strategy Take advantage of First Lady Michelle Obama’s efforts to fight childhood obesity. Extend the “Upgrade It!” with turkey campaign to provide new tools for consumers.

  3. New Research New consumer research found moms are not prepared to fight childhood obesity Surveyed 500 mothers with children between the ages of 6 years and 16 years 34 percent of the children assessed in the study meet the criteria for overweight or obesity  76 percent of their mothers don’t recognize this fact and are not taking simple steps to improve their children’s weight status

  4. New Tools • Upgraded School Meals and Snacks – tips for packing healthier school lunches with turkey. • Family Activity Calculator – how to burn additional 100 calories through activity. • Dining Out Upgrades – information on ways to upgrade restaurant meals. • Kids and Their Weight – consumer-friendly information on childhood obesity; how to know if a child is overweight.

  5. Generating National Media Coverage Satellite Media Tour Multimedia News Release Newspaper Article 30-second radio and television spots • The result: > 342.2 million viewers, readers and listeners.

  6. Grassroots Level ZisBoomBah Partnership (winner of First Lady Michelle Obama’s “Apps for Healthy Kids” competition) Three Pick Chow! Across America events where consumers learned about the Meal Upgrade Calculator More than 3.4 million people attended the events. Boulder, Colo. Chicago, Ill. Portland, Ore.

  7. Influencers • FMI Consumer Affairs Conference • Distributed Simple Steps to Upgrade the Family Diet Easily Substituted Kid Approved What’s For Dinner

  8. Blogger Contest Reached more than 1,600 people on Twitter. More than 440 votes were cast Winner Merry Graham’s Broccoli Turkey Potato Casserole

  9. 2011 Foodservice Public Relations Campaign Results

  10. Food Photography/Recipes National Culinary Review

  11. Food Photography/Recipes Recipedia: Burgers and Breakfast are Booming

  12. Food Photography August 2011 – 10 new photos

  13. T.O.M. Award Mid-Scale/Casual Dining: Cracker Barrel

  14. T.O.M. Award Supermarket Foodservice: Henry’s Markets

  15. T.O.M. Award Full Service: Polly’s Pies

  16. T.O.M. Award Quick Casual: Quiznos

  17. T.O.M. Award Fast Food: Arby’s Richmond

  18. Measurement Foodservice Message Points 221 vs. 312 = +41%

  19. Measurement Foodservice Message Points 221 vs. 312 = +41%

  20. Social Media Update

  21. Social Media Update Facebook Turkey. The Perfect Protein® Goal: 571 to 771 Facebook Fans 786 Facebook Fans

  22. Social Media Update Twitter @turkeygal Goal: 731 to 931 followers 1,352 followers

  23. Social Media Update YouTube NatlTurkeyFederation Turkey Processing B-Roll (11,162 views) Iowa Turkey Grower (1,388 views) Turkey Egg Hatchery B-Roll (712 views)

  24. Questions?

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