Chef Chuck Hughes and Think Turkey launch campaign to promote versatile turkey dishes

Renowned chef Chuck Hughes has teamed up with Think Turkey to introduce Canadians to a variety of new techniques and everyday recipes for enjoying turkey beyond the traditional holiday meals.

The campaign, titled ‘Do It More Often,’ spearheaded by Hughes, aims to break the stereotype of turkey being reserved for special occasions by showcasing its versatility in everyday cooking. Launched in April, the campaign features three 15-second spots airing across social media, connected TV, and digital displays, targeting meal planners in English and French-speaking Canada.

Darren Ference, Chair of Turkey Farmers of Canada, highlighted the campaign’s playful approach in encouraging Canadians to step out of their turkey rut. The collaboration with Chef Hughes aims to provide tips and techniques to enhance the weeknight turkey experience.

Through the campaign’s website, DoItMoreOften.ca, Canadians can access Hughes’ recipes and instructional cooking videos. Hughes emphasizes turkey’s adaptability to various flavors and its availability in different cuts, such as breast, ground, and thighs, making it suitable for everyday meals.

Mark Hubert, President and CEO of Canadian Poultry and Egg Processors, expressed hopes that the digital ads will capture Canadians’ attention, inspiring them to incorporate turkey into their spring cooking repertoire.

For those seeking inspiration and cooking tips, DoItMoreOften.ca offers a range of recipes by Chef Hughes, alongside turkey cooking techniques.

Think Turkey, a collaboration between Turkey Farmers of Canada and the Canadian Poultry and Egg Processors’ Turkey Primary Processing Sector Members, launched in 2019. The national bilingual campaign aims to increase turkey consumption year-round through various marketing channels, engaging primary meal planners and highlighting the benefits of turkey as a versatile protein option.