Butterball
Turkey Reimagined
How we positioned Butterball as an invaluable resource for millennial foodservice operators.
The Challenge
As millennial foodservice operators emerged as influential decision-makers, it was time to highlight Butterball Foodservice as an understanding partner, demonstrating the unparalleled versatility of turkey to meet the preferences and operational needs of this influential audience.
The Clarity
Butterball is the brand millennial chefs trust for quality and endless versatility.
The Transformation
We helped Butterball reinforce the vast possibilities of turkey and inspire millennials through peer-to-peer chef-crafted recipes, video demonstrations, motivating messaging and more.
We tapped into the Culinary Institute of America and other partnerships to showcase expert chefs, highlighting their most creative turkey recipes in video demos.
Banners, paid social and email directed to a dedicated landing page featuring chef demos, recipes, industry insights and purposeful partnerships, positioning Butterball as a helpful and understanding resource.
Unique recipes encouraged millennial chefs to change the way they think about turkey, and, ultimately, the Butterball brand.
Results and Impact
“Marriner’s dedication to understanding the nuances of our business, combined with thoughtful collaboration, helps us continue to bridge generational gaps and boost year-round turkey usage.”
Richie Jenkins, Senior Director of Business Development and Marketing at Butterball
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