Turkey Farmers of Canada profiled a multi-generational farming family to help boost pride and interest in Thanksgiving.

Heroed in the national “Here’s to Canadian Thanksgiving” campaign is the Brubacher family, third generation farmers and second-generation turkey farmers.

“This year we were really hoping to inspire Canadians to choose turkey for their Thanksgiving dinner, by instilling a bit of national pride in Canadian Thanksgiving, and make it a bit more celebratory and welcoming,” says Lisa Cadeau, director, national marketing campaign and brand partnerships, Turkey Farmers of Canada, who joined the organization in April.

“Who better to share what makes Canadian Thanksgiving great, than a Canadian farming family?”

The move, part of an effort to “try something new,” is a more family-oriented approach than its summer work, which focused on singing praises of the bird as a year-round offering.

Cadeau says the organization, which represents 500 turkey farming families, is taking a “softer” approach as it goes after primary meal planners, and that it is also making a concerted effort to invite more people to participate in the holiday.

Multicultural communities, who perhaps might not be familiar with the bird’s association to the holiday, are a key focus, she says. In the spot, there’s a mix of generations as well as different ethnicities to represent the multicultural mix of Canada.

In addition to the 30-and 60-second spots, the Brubacher family will also be featured in ads and content across digital, social and grocery retail audio channels.

The TV campaign for “Think Turkey” – a five-year integrated program focused on engaging primary meal planners to drive year-round demand and increase overall consumption of turkey – went live this month. It will run nationally for four weeks in the lead up to Thanksgiving.

Zeno is the organization’s creative AOR and it also handled the media buy. The shop has been working on national campaigns for Turkey Farmers of Canada since 2019.