Submitted by Richmond & Towers Communications

Just Wing It

Richmond & Towers Communications built a social and in-store campaign for the British Poultry Council that the agency reports drove a +15% uplift in sales amongst a younger audience.

+66,000 new people buyingnew people buying
+15% uplift in sales amongst a younger audiencesales uplift amongst a younger audience
4.7 million targeted campaign impressionstargeted campaign impressions

Case in 60 seconds

The British Poultry Council needed turkey put back on the menu for millennials and new shoppers brought into the category, and crucially not only at Christmas, where the category concentrates.

The campaign appears to turn on turkey mince reading as low fat and high protein to health-conscious millennials, because it can be used in the same way as chicken, an ingredient they already cook.

'Just Wing It' was built as a campaign platform to inspire people to get cooking and discover the versatility of turkey first-hand, with recipes rather than product claims carrying the argument.

Recipes recreating national favourites with turkey mince ran through paid social, with influencer content showing the switch, while stickered turkey products in Asda and Morrisons linked back to the social campaign.

Richmond & Towers reports a +15% uplift in sales amongst a younger audience, +66,000 new people buying and 4.7 million targeted campaign impressions, with no measurement period given.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Millennials across the nation, described by the agency as health-conscious, together with new shoppers the category had not previously brought in.
Turkey carries a strong association with Christmas, so a brief to sell it through the year had to work against the seasonal frame the category itself reinforces.
The category needed new shoppers rather than heavier buying from existing ones, which meant reaching millennials who had no established reason to pick turkey mince up.
The council appears to act for the category rather than a single label, which is consistent with work that promoted turkey mince as an ingredient and pointed shoppers to Asda and Morrisons shelves.
The audience already cooks chicken routinely, so presenting turkey mince as a direct swap inside meals they know removes the effort of learning something new.

Creative & Execution System

Partners

  • Richmond & Towers Communications (lead_agency)

Participation mechanic

  • The audience was asked to cook the recipes with turkey mince in place of other meats and to pick up the stickered turkey products in Asda and Morrisons, so the switch itself was the act the campaign called for.

Results & Evidence

MetricValueResult type
new people buying+66,000 new people buyingperformance
sales uplift amongst a younger audience+15% uplift in sales amongst a younger audienceperformance
targeted campaign impressions4.7 million targeted campaign impressionsimpressions

Why Richmond & Towers Communications's strategy worked

  1. 1

    A seasonal ingredient can be moved into everyday cooking when the campaign argues from recipes rather than from the ingredient itself, because a substitution in a known meal is easier to picture than a nutritional claim.

  2. 2

    Pairing paid social with in-store stickering gives an online audience a way to close the loop at the shelf, which turns recipe interest into a purchase the retailer can register.

  3. 3

    Health attributes work as an entry point for a younger audience when they are attached to a familiar cooking behaviour, so the switch asks for no new skill and no new recipe repertoire.

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