The Canadian Press - ONLINE EDITION

Butterball says fans of its turkey products are 'Turketarian'

  • Print

NEW YORK, N.Y. - Are you a "Turketarian"?

Trying to get the word out that Butterball makes more than just the big bird on Thanksgiving Day, Butterball is launching two TV ads that showcase its range of products from turkey sausage to turkey burgers and focus on people who love the lean protein.

Butterball combined with Carolina Turkeys in 2006 and since then the company has been expanding its line of turkey products from Thanksgiving turkeys to everyday products like smoked sausage and turkey burgers.

For its first TV effort in six years, Bill Klump, senior vice-president for corporate marketing at Butterball, said the company interviewed 1,000 consumers about how they feel about turkey. Turkey lovers fell into two camps: those that prefer turkey as their main protein of choice and those who are more driven by health benefits.

The TV ads show people happily eating turkey products.

"If you can't imagine quitting turkey cold turkey. If 'protein shake' means dancing around with a turkey burger. If you think it's time we consider a new national bird.

Then you are what butterball calls a 'Turketarian," a voiceover states.

Butterball's ad agency, Y&R, considered other words, like "ambassador." But that seemed too formal, so they went with "Turketarian."

"It's one of those words that if you step back and think about it for a second the connotation very obvious," Klump said.

The campaign began last year with print and radio ads and social media. Now, Butterball is adding the TV spots, along with the other components. The ads run May 12 and run through July 4, as well as November, on network and cable stations.

The company did not disclose spending on the effort.

Fact Check

Fact Check

Have you found an error, or know of something we’ve missed in one of our stories?
Please use the form below and let us know.

* Required
  • Please post the headline of the story or the title of the video with the error.

  • Please post exactly what was wrong with the story.

  • Please indicate your source for the correct information.

  • Yes

    No

  • This will only be used to contact you if we have a question about your submission, it will not be used to identify you or be published.

  • Cancel

Having problems with the form?

Contact Us Directly
  • Print

You can comment on most stories on winnipegfreepress.com. You can also agree or disagree with other comments. All you need to do is be a Winnipeg Free Press print or e-edition subscriber to join the conversation and give your feedback.

You can comment on most stories on winnipegfreepress.com. You can also agree or disagree with other comments. All you need to do is be a Winnipeg Free Press print or e-edition subscriber to join the conversation and give your feedback.

Have Your Say

New to commenting? Check out our Frequently Asked Questions.

Have Your Say

Comments are open to Winnipeg Free Press print or e-edition subscribers only. why?

Have Your Say

Comments are open to Winnipeg Free Press Subscribers only. why?

The Winnipeg Free Press does not necessarily endorse any of the views posted. By submitting your comment, you agree to our Terms and Conditions. These terms were revised effective April 16, 2010.

letters

Make text: Larger | Smaller

LATEST VIDEO

Peguis Chief Hudson comments on toddler's death upgrade to homicide investigation

View more like this

Photo Store Gallery

  • Marc Gallant / Winnipeg Free Press.  Local/Standup- Morning Fog. Horse prances in field by McPhillips Road, north of Winnipeg. 060605.
  • KEN GIGLIOTTI / WINNIPEG FREE PRESS / Jan 10  2011 ‚Äì WEB STDUP ‚Äì Frosty morning at -15 degrees C , in pic frost covers the the Nellie McClung statue  on the MB Legislature grounds at 7am

View More Gallery Photos

Poll

Which of Manitoba's new landlord-tenant rules are you looking forward to most?

View Results

View Related Story

Ads by Google