Think Turkey is urging people to do it more often – cook turkey that is.

The latest work from the organization features mock couples counselling and, in a partnership with celebrity chef Chuck Hughes, the work reveals all kinds of new techniques to spice up people’s relationship with the popular protein.

Lisa Cadeau, director of national marketing campaign and brand partnerships at Turkey Farmers of Canada, one of Think Turkey’s partners, tells strategy the work is about capturing consumer attention in a disruptive and humorous way.

With insights indicating many Canadians prepare turkey only twice a year, the Think Turkey campaign, “Do It More Often” is designed to inspire consumers to consider turkey as an everyday protein that can be cooked any time of year and in a variety of ways, Cadeau says, particularly during spring when consumers are looking to freshen up their everyday menu.

Hughes’ tips, hacks and tricks can be found on the Do It More Often microsite or on Think Turkey’s socials.

Cadeau says that Hughes, a well-known Canadian chef, brings both star power and authenticity to the Think Turkey campaign, whose target audience is primary meal-planners and women aged 25 to 54.

“He is a long-standing partner of Think Turkey, having first teamed up with us in May 2022 for the launch of the Veggies Love Turkey creative, and has served as an ambassador of Think Turkey
several times since,” Cadeau says.

“The media strategy for the Do it More Often creative are similar to previous campaigns, which includes a six-week flight on social media, connected TV and digital display,” Cadeau says, including digital display targeting English and French-Canadian meal planners and paid, social, PR and influencer. “With this being a new creative direction as a part of the overall the campaign, we look to A/B test creative performance across media tactics.”

Zeno Group is the creative AOR on the new Think Turkey campaign.