In a bid to appeal to a growing demographic of health-focused consumers, Think Turkey has unveiled “You Turkey,” a national campaign that aims to reframe the protein’s value proposition. By positioning turkey as an essential component of a balanced lifestyle, the campaign positions turkey as a premier choice for those seeking to optimize their nutrition.

Zeno Group Canada, which has been the brand’s AOR for more than five years, developed the platform and program, including creative strategy and development, media planning and buying, public relations, shopper marketing, creator marketing and social-media engagement.

The campaign is anchored by 15-second digital and TV ads on traditional and connected TV during the NHL playoffs and targeted placements on GymTV, a video-entertainment network that partners with gyms.

Think Turkey has also enlisted Canadian athletes for digital content and media that demonstrates how turkey supports their everyday performance. Ambassadors include Canadian national women’s soccer defender Vanessa Gilles, field-hockey player Emmy Fecteau and pickleball champion Christina Chin.

Lisa Cadeau, director of national marketing campaign and brand partnerships at Turkey Farmers of Canada, tells strategy that “You Turkey” takes a fresh approach by leveraging what should be a natural affinity between athletes and turkey.

The new work marks a departure from the brand’s previous campaigns, including its April effort, which emphasized farmers’ patriotic sentiments amidst Canada-U.S. trade tensions

“The ‘You Turkey’ campaign elevates and differentiates turkey from other proteins by treating it like a lifestyle and fitness brand,” Cadeau says. “The creative leans into the truth that athletes and active people have always turned to turkey to fuel their performance to inspire more Canadians to choose turkey.”

Cadeau says that Canadians are willing to invest in nutritious foods despite rising food costs and that turkey should be an attractive option amid growing demand for high-quality protein sources.

The campaign is targeting health-conscious individuals aged 25 to 55, with a focus on busy families, fitness enthusiasts and active individuals seeking to achieve wellness goals. Primary grocery shoppers and meal planners in the demographic are looking for lean and nutrient-rich protein sources, Cadeau says.

“You Turkey” also includes DOOH advertising and paid social-media amplification on platforms like Meta, TikTok, and YouTube, as well as an in-store retail media campaign with incentive-based creative. A nationwide Strava challenge, a social network and activity monitoring tool for athletes, will further engage fitness-conscious Canadians.

The campaign, Cadeau says, is supported by a substantial investment increase and includes a broadened media mix that explores new channels beyond TV and social. An enhanced retail program designed to measure the in-store impact of the messaging has also been rolled out.

“The Canadian gymgoer and Strava user are focused on maintaining their fitness and are open to nutritional advice to help them better fuel and recover,” Cadeau says. “By activating in these channels, Think Turkey is reaching audiences most receptive to adding turkey to their weekly meals.”