WICHITA, Kan. – Honeysuckle White and Shady Brook Farms turkey brands are launching a multi-channel marketing campaign encouraging consumers to “keep giving thanks,” to farmers who produce the turkey protein we eat. The multimillion dollar campaign includes a 30-second television ad featuring a Missouri turkey farmer on one of the 700 farms where birds are raised for both brands. The campaign will run January 25 to April 4 in key markets.
Television ads will air on the ABC, CBS, FOX and NBC networks, and are designed to reach all consumers, especially those in three core turkey consumer groups identified through 2014 research conducted by Honeysuckle White and Shady Brook Farms. In addition to the television ads, the campaign will expand its overall reach with a market-specific, geographically targeted focus using “Connected TV” (television that has Internet), including Hulu Plus, Netflix and HBO GO. An extended (90-second), video version of the TV ads will be available via social media channels including Facebook.
“Our goal is to increase awareness for our brands, their positioning in the marketplace and to support the rollout of new Honeysuckle White and Shady Brook Farms packaging designs,” explained Jan Hood, head of marketing for both brands. “We also encourage people to give thanks to the many independent farmers who work hard to raise our turkeys and ensure tasty, high quality, nutritious, wholesome protein is available year-round to consumers across America. We’re proud of the job they do and their stewardship of resources required to produce turkey.” The ad will also highlight that Honeysuckle White and Shady Brook Farms turkeys are raised without the use of antibiotics for growth promotion purposes.
Television ads for Shady Brook Farms will air on network stations in key Northeast and Mid-Atlantic markets, in addition to Connected TV markets throughout the same region. Honeysuckle White network and Connected TV advertising will air in the Midwest and key areas of the Southwest.
Source: Cargill
