Ambition

We set out to be the first turkey brand to directly take on the perception that all turkey meat, regardless of its nutritional benefits, was bland and dry.

Talent

We knew we needed to act very differently to your stereotypical food CPG marketing. As a result, we assembled a roster of partners who specialized in entertainment and together fathomed - “The Secret Turkey Club.”

Action

The STC not only became the connective tissue for every touchpoint from sabotaging billboards, to social news stories, to PR engagement, more importantly, it enticed Publix shoppers to spend a little bit longer in the fresh meat aisle and rethink turkey.