Think Turkey has launched a national campaign encouraging Canadians to choose high-quality, nutrient-rich Canadian turkey to fuel their active lifestyles. Targeting everyone from gym enthusiasts and busy parents to weekend warriors, the campaign promotes turkey as a lean protein ideal for both fitness and daily meals.
The campaign kicked off with dynamic 15-second ads aired on TV during the NHL playoffs and will continue across digital platforms like programmatic ads, Meta, TikTok, and YouTube throughout the summer.
Central to the campaign are elite Canadian athletes who embody the “You Turkey” message by living active lives and fueling their performance with turkey. Ambassadors include Olympic gold medallists Damian Warner (decathlon) and Vanessa Gilles (women’s national soccer team defender), professional hockey player Emmy Fecteau, and pickleball champion Christina Chin.
Damian Warner emphasizes turkey’s role in his diet, saying, “I don’t take supplements or drink coffee—my energy and recovery come entirely from prioritizing whole foods like turkey. It fuels both my training and chasing after two young kids.”
In June, Think Turkey partnered with fitness app Strava to challenge Canadians to log 250 minutes of activity fueled by turkey protein. Darren Ference, chair of Turkey Farmers of Canada, said, “Whether you spin, lift, walk the dog or chase your kids, ‘You Turkey’ to maintain an active lifestyle and reach your nutrition and fitness goals. Turkey helps build muscle, aids recovery, boosts energy, and supports a healthy diet.”
Recognizing that performance starts in the kitchen, the campaign also includes a national retail program and creator-driven content offering turkey recipes and incentives to incorporate turkey into weekly meals.
Mark Hubert, president and CEO of Canadian Poultry and Egg Processors, added, “Athletes have long known turkey is a protein powerhouse—high in taste and nutrients, low in fat and calories. We’re proud to partner with athletes like Damian Warner and Vanessa Gilles to show how turkey fits into their training and game day routines.”
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