Situation: Founded in 1835, Plainville Farms is undoubtedly a granddaddy of family farmed, antibiotic-free turkey. But it isn’t just deliciousness that makes Plainville Farms the long-standing preferred bird of Thanksgiving tables; our research found that the brand’s family-farmed commitment and old-fashioned values was what consumers were grateful for. Our goal was to transfer all that Thanksgiving love into other months of the year.
Approach: Plainville Farm’s family farmers are front and center of all marketing materials, from print and digital ads, to the website, which features videos with the actual family farmers. And to help consumers expand usage, campaigns show consumers other ways to add turkey to their menus year round. Packaging was also updated to highlight the family farmer.
Outcome: Website traffic continues to build in across all seasons; and there is increased distribution and authorizations of the brand’s ground turkey and deli meats. Our research shows the revised Earthwise banner, used on the packaging, resonates with consumers.