VMLY&R North America
Mon, 20 Jun 2016 15:44:19 GMT
Butterball has launched their latest advertising initiative called “Meet the Turketarians” that introduces a turkey-obsessed couple, Wendy and Bruce, whose love extends beyond Butterball’s popular Whole Turkey, to also include their Every Day and Deli brands.
Traditionally, Butterball has always had strong brand recognition, often being synonymous with Thanksgiving or Holiday Whole Turkey. So two years ago, Butterball set out to drive awareness and ultimately increase purchase of their every-day product line, including Butterball’s Turkey Burgers, Bacon and Sausage. The opportunity came out of research that showed consumers were not actively seeking out a brand of choice when it came to shopping for protein at the grocery. So, Butterball wanted to give them a reason to do so, by leveraging the Butterball brand name and helping to lead a movement of turkey as the modern protein with every day possibilities that families will love.
Created by Y&R Chicago, this fully integrated campaign directed by A-list comedic director Martin Granger, uses two up-and-coming Improv artists Carrie Barrett and Chris Mars. It is running across multiple platforms including online video, social, TV, print,radio, OOH and digital display.