Quick Answer
Quick Answer (2–3 lines):
Think Turkey is using National Protein Day to challenge the “more protein = better” mindset, encouraging Canadians to eat protein whole—not as additives. The campaign hits the streets with billboards in Toronto and Montréal, backed by expert dietitian messaging and Damia
Why Think Turkey Is Reframing “More Protein” Into “Better Protein”
Think Turkey is tapping into a real cultural shift: “protein” has become a marketing shortcut, and grocery aisles are now crowded with protein-added snacks, bars, and powders that imply more automatically means better. The campaign challenges that logic and pushes a simpler standard—eat your protein whole—so Canadians focus on quality, completeness, and nutrient density, not just a number on the label.
The Nutrition Proof Point: Lean, Natural Protein From Canadian Turkey
The work anchors the message in a clear, repeatable benchmark: Canadian turkey provides ~30g of natural, high-quality, lean protein per 100g, positioning it as one of the leanest and most nutrient-dense protein sources available. This makes the “raise the protein bar” idea easy to understand: turkey isn’t “protein-added”—it’s naturally protein-rich, and it’s promoted as a complete, food-first option rather than a processed workaround.
OOH Execution in Toronto and Montréal to Spark a Protein Quality Debate
Timed to National Protein Day (Friday, February 27), Think Turkey takes the conversation into public space with two high-impact billboards designed to provoke a “quality vs. quantity” debate using a simple directive: “lean into turkey.”
The CNW release also specifies the placements more precisely: a “You Turkey” billboard near Sankofa Square in Toronto and another on rue Sainte-Catherine in Montréal—two high-footfall corridors where a short line can travel fast via photos, shares, and word-of-mouth.
Credibility Layer: Dietitian Voices and Damian Warner’s “Food-First” Framing
To avoid blending into generic nutrition advertising, Think Turkey adds credibility through registered dietitian voices and elite athlete advocacy. Dietitian Nicole Addison frames the issue as nutritional value—not buzzwords—emphasizing whole foods and the benefits of lean, complete protein.
The initiative is also supported by Damian Warner (Canadian decathlete and Olympic gold medalist), connecting the message to real performance habits: intentional fueling, recovery, and serving the same “real food” at home for family life—not just training. This helps the campaign speak to both active Canadians and everyday shoppers who want simple, trustworthy choices.
How This Builds on the “You Turkey” Athlete-Fueled Platform
“Lean into turkey” is positioned as an extension of Think Turkey’s broader “You Turkey” platform, which frames turkey as go-to fuel for training, recovery, performance, and active family routines—supported by recognizable Canadian athlete partners.
This National Protein Day activation effectively widens the audience: it takes an athlete-led performance story and translates it into a broader cultural message—choose whole, lean protein—then amplifies it with a national digital and social campaign running through March to keep the conversation going beyond the one-day moment.
Summary
As protein-fortified snacks and powders crowd shelves, Think Turkey is reframing the conversation around quality. The initiative spotlights Canadian turkey as a naturally lean, nutrient-dense, complete protein option (about 30g per 100g) and uses OOH to spark debate with a simple directive: “lean into turkey.” The effort is supported by registered dietitian voices and Damian Warner, then scaled via national digital and social through March.
FAQs
What is Think Turkey doing for National Protein Day?
It’s launching an awareness push that challenges protein hype and encourages Canadians to choose whole, high-quality protein—supported by OOH and a national digital/social campaign.
Where are the billboards running?
Two high-impact placements are running in Toronto, ON and Montréal, QC.
What’s the main message?
A simple directive to prioritize quality: “lean into turkey.”
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