If the big bad wolf had shouted, ‘Let me in little turkey or I’ll huff and puff and blow your house down!’ would we have been inclined to eat more turkey?

Perhaps not, but the Canadian Turkey Marketing Agency is using the old fable to get consumers to regularly consider the fowl as an alternative to other meats.

Crafted by Toronto agency ACLC Advertising, the campaign broke mid-month and includes three 15-second clay-animated TV spots (see them at www.strategymag.com/screeningroom), as well as magazine advertising that will run in women’s pubs such as Chatelaine, Canadian Living and Coup de Pouce.

Janice Height, director of corporate services at the Mississauga, Ont.-based CTMA, says the target demo of women 25 to 54 don’t often think of the bird as an everyday option.

‘We’re trying to break through the stereotypical ‘whole bird’ and get them thinking about turkey on other days of the week.’

The group is responding to a trend that has seen families get smaller, busier and less inclined to engage in traditional dining – one that has caused sales of turkey meat to decline. Specifically, the objective is to increase volume growth of ground turkey by 10% and of turkey breast by 15%.

In the spots, along with assuming the role of the little pig, Tom the turkey fights off a matador, and pushes a cockadoodlin’ rooster off a roof. Each wraps with a beauty food shot and suggests using the bird in a traditional recipe like a stir-fry.

The tagline of the spots – which also reinforce that the product is low fat – is ‘turkey makes a good recipe taste better.’ Other components of the campaign include print advertising, the Web site www.turkeyfordinner.ca and an on-pack initiative.

But will consumers want to eat Tom, once they get to know him? According to Esme Carroll, chairman and CEO of ACLC, there are no concerns that viewers would get too attached. ‘The research came back with strong positive feedback, because it’s engaging and fun. You get the message without thinking too hard about it literally.’

Client: Canadian Turkey Marketing Agency

Agency: ACLC Advertising

Creative Director: Steve Conover

Copywriter: Steve Conover

Art Director: Kate Anthony

Agency Producer: Karen Blazer

Production Company: Monkey Business