To meet consumer demand in the growing turkey burger category, Cargill's Honeysuckle White and Shady Brook Farms brands are introducing six varieties of premium frozen turkey burgers that are currently rolling out nationwide. This line of turkey burgers will be supported by a consumer marketing program during the important 2014 U.S. grilling season from Memorial Day through Labor Day.
Under development for more than a year, and supported by extensive consumer research, the Honeysuckle White and Shady Brook Farms product development team focused on consumers' desire for a premium quality, branded, frozen turkey burger available in a variety of flavors. The new line of turkey burgers includes familiar flavor favorites including seasoned, ready-to-season, seasoned white meat, in addition to unique flavors such as Swiss/bacon/onion, cheddar/jalapeno, Swiss/mushroom. They are sold in two-pound boxes containing eight quarter-pound, individually quick frozen (IQF) patties.
Turkey burgers created for multiple channels and to meet consumer preferences
Created for retail with additional opportunities in foodservice, restaurant and K-12 school sales and distribution channels, the Honeysuckle White and Shady Brook Farms turkey burgers represent a nutritious and convenient source of protein and they are 87 percent to 93 percent lean.
"We're delighted our new premium turkey burgers provide consumers with a superior eating experience while addressing their desire for flavorful, nutritious, reduced fat, lower calorie protein as part of their family's diet," said Mary Richardson, marketing manager for Honeysuckle White and Shady Brook Farms turkey products. "We did our homework, listened to consumers and are meeting their desire for a line of premium, frozen, turkey burgers available nationwide. In particular, we found that millennial moms, age 25-54, want high-quality protein for their families and they are looking more closely at ingredients, nutritional value, convenience and affordability. Consumer tasting panels overwhelming favored our new turkey burgers for their flavor, juiciness, texture and overall desirability when compared to similar existing products."
Rollout campaign includes Food Network ads; sweepstakes with Weber prizes
The Cargill integrated frozen turkey burger marketing campaign begins in April 2014, and will include print, digital and television elements, as well as a consumer sweepstakes, online coupons and in-store retail promotion. Honeysuckle White and Shady Brook Farms are partnering with the Food Network for sponsorships on cable shows such as Chopped, Giada at Home featuring Giada De Laurentiis, The Pioneer Woman featuring Ree Drummond, in addition to a mix of the channel's daily programming in May.
A pair of 15-second commercial spots will air on Food Network programming, internet sites and mobile apps during May. There will also be billboards on the Food Network website and other online locations, as well as social media such as Facebook, via an agreement with Meredith Digital, the leading media and marketing company serving American women.
Full-page print advertising begins April and runs through the summer grilling season in periodicals such as Food Network Magazine. The print ads will incorporate the campaign's new tagline "Turkify It!" and urge consumers to visit the turkify website. Digital coupons for the purchase of Honeysuckle White or Shady Brook Farms turkey burgers will also be available online. In-store point-of-sale materials have been developed to support the campaign. Additionally, a "Summer of Turkify" consumer sweepstakes with tie-in partner Weber will offer grills and turkey burgers to three monthly winners, and a grand prize winner will receive "the Weber Experience."
Proof Advertising of Austin, Texas, is the agency of record for the Honeysuckle White and Shady Brook Farms frozen turkey burger campaign.