The British Turkey Federation (BTF) has received backing from chef Phil Vickery, nutritionist Fiona Hunter and Badminton Olympic silver medallist Gail Emms to promote the bird meat in an ‘I Love British Turkey’ campaign.
It will kick off with a sampling event at Manchester’s Trafford Centre to coincide with the late May Bank Holiday and will be supported by an online campaign.
BTF marketing committee member Matthew Pullen said: “Our aim is to demonstrate just how delicious turkey tastes and how easy it is to cook. Chicken has a 31.4% market share, while turkey has just 3.7%. We believe this campaign has the ability to give turkey a slice of that pie.”
The campaign will include on-pack retailer support and link-ups with companies including pizza and pasta producers.
A revamped website will also provide new channels of information for consumers. Pullen added: “Last year the British Turkey website achieved a record half a million-plus visits and our aim is to reach even more consumers online this year.
"We will be further raising our profile with our 14th consecutive British Turkey Awards, which are always so well supported by the industry.”