• by Fern Siegel , September 6, 2022

Jennie-O Turkey is pushing the power of protein in a new brand campaign by BBDO Minneapolis.

“The Queen of Protein” campaign is running as programmatic video, OTT and OLV, plus social (Facebook, Instagram and Pinterest). The agency is targeting demographically and to specific Jennie-O purchaser segments.

The 15-, 30- and 60-second spots posit a fantasy land built around turkey and its turkey-loving queen. In “Yard Games,” she regally presides over culinary moments and lawn parties, always trumpeting the product.

“This campaign represents our brand today in a fun and meaningful way,” said Nicole Behne, vice president of marketing at Jennie-O Turkey Store. “We help consumers elevate their meals, but we also enjoy the moment, celebrating everyday meals to special occasions alike.”

All the spots showcase the dishes that can be made using Jennie-O turkey, as well as whimsical recipes, such as “badminton meatballs” and “croquet taquitos.” There is even a guillotine, but only used to slice turkey pizza. 

“We wanted our Queendom to feel reminiscent of the old world. But to avoid seeming stuffy or too medieval, we incorporated modern props and a new-meets-old wardrobe mash-up” said Meghan Rongitsch, senior art director.

BBDO Minneapolis clients also include Skippy Peanut Butter, Hormel Chili, Berkshire Hathaway HomeServices and Dinty Moore.