Elevating the Profile of Turkey as“The Perfect Protein”

Results2011 Marketing Communications Program

Marketing Communications Committee MeetingFeb. 16, 2012

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.

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

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.

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.

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.

Influencers FMI Consumer Affairs Conference Distributed Simple Steps to Upgrade the

Family DietEasily Substituted

What’s For Dinner Kid Approved

Blogger Contest

Reached more than 1,600 people on Twitter. More than 440 votes were cast

WinnerMerry Graham’s Broccoli Turkey Potato

Casserole

2011 Foodservice Public Relations Campaign Results

Food Photography/Recipes

National Culinary Review

Food Photography/Recipes

Recipedia: Burgers and Breakfast are Booming

Food Photography August 2011 – 10 new photos

T.O.M. Award

Mid-Scale/Casual Dining: Cracker Barrel

T.O.M. Award

Supermarket Foodservice: Henry’s

Markets

T.O.M. Award

Full Service: Polly’s Pies

T.O.M. Award

Quick Casual: Quiznos

T.O.M. Award

Fast Food: Arby’s Richmond

Measurement

Foodservice Message Points221 vs. 312 = +41%

Measurement

Foodservice Message Points221 vs. 312 = +41%

Social Media Update

Social Media Update

Facebook Turkey. The Perfect Protein®

Goal: 571 to 771 Facebook Fans

786 Facebook Fans

Social Media Update

Twitter @turkeygal Goal: 731 to 931 followers

1,352 followers

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)

Questions?