Just in time for Thanksgiving, Barkley has kicked off a new ad campaign for Cargill Turkey and Cooked Meats that repositions the brand around the client’s recent decision to raise turkeys without growth-promoting antibiotics.
Barkley won the Cargill Turkey and Cooked Meats ad account in March and then conducted research that led to the repositioning.
“Consumers are becoming more interested in where their food comes from,” said Ruth Kimmelshue, president of Cargill Turkey and Cooked Meats. “Cargill is in a unique position to be a leader and a resource for consumers searching for that information. Our campaign is centered around the idea of ‘Know Your Food,’” and designed to promote the company’s new approach to raising turkeys.
Early in November, Barkley helped the company, whose brands include Honeysuckle White and Shady Brook Farms, announce that fresh, whole turkeys and fresh bone-in breasts raised without growth-promoting antibiotics would be available for Thanksgiving and at a price comparable to conventionally raised turkeys.
To activate the “Know Your Food,” concept Barkley focused on the independent farmers who raise Cargill turkeys. Executions include a farm tour in Virginia for influential food bloggers, print ads featuring some of the farmers, online banners and videos.
Blacktop, Barkley’s design group, also created new packaging that features photos of the turkey farms.
Crossroads, the shop’s PR unit, introduced the brands’ new position and news about the growth-promoting antibiotics to national and local media through events, in-person and satellite media tours and outreach.
Barkley also redesigned the brands’ Web sites, refreshed the design and content of the brands Facebook pages and developed new, in-store marketing and sales materials.
Barkley CEO Jeff King said that “Barkley’s philosophy to add good to the world is perfectly aligned with Cargill’s goal to provide good food at an affordable price.”