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Butterball Talks Turkey
It’s not the best year for turkeys.
Between avian flu headlines, rising prices and shifting dining preferences, fewer turkeys are winding up on dinner tables this Thanksgiving. (On second thought, maybe that makes it a good year for turkeys …)
“Turkey could be losing its monopoly on Thanksgiving” writes Agriculture Dive.
But turkey producers are pushing back. Butterball is countering the anti-turkey buzz with a coordinated content marketing campaign.
This fall, the company released the Butterball Togetherness Report: 2024 Thanksgiving Outlook revealing the Thanksgiving plans of hosts and attendees alike.
The annual report serves up data pushing back against some of the negative turkey narratives. Butterball’s survey found that 87% of hosts plan to serve turkey this year. It acknowledges challenges too. A full 98% of consumers expect inflation to impact their plans, an increase from 79% in 2023.
The report is a smart content marketing play, complete with reputable stats that offer a full snapshot of the holiday. The company made the most of its survey investment, with newsworthy insights pulled a report focused on Thanksgiving as well as a more evergreen report on “Shared Meal Insights.” Both have lead-gen forms on the website.
Marketing Most Fowl
From green bean casserole to turkey, brands have always played a major role in shaping what ends up on the Thanksgiving table. Butterball’s report is just the start of the company’s Thanksgiving marketing smorgasbord.
The company’s website has tips for choosing a turkey, stuffing it, cooking it and more. It has recipes for leftovers and food safety tips.
It even has a hotline — 1-800-BUTTERBALL.
Taking a page from King Arthur flour, the Butterball Turkey Talk Line operates every November and December and has a “group of food professionals is ready to serve as coaches and confidants, helping holiday hosts bring people together around a Thanksgiving meal.”
It’s been around for 43 years, and today includes phone, text, chat and social channels.