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Cargill has created a holiday campaign featuring broadcast ads around its Honeysuckle White and Shady Brook Farms turkey brands.
Cargill is soon launching several television commercials for its turkey brands, Honeysuckle White and Shady Brook Farms, across select network, cable and digital television channels. Instead of actors, the holiday campaign features independent family farmers who raise turkeys for both portfolios.
Delivering a message of authenticity and transparency, the push runs on the tagline, Honest. Simple. Turkey. In early 2015, the brands removed all use of antibiotics for growth promotion. A year later, antibiotic gentamicin was also discontinued in their hatcheries. The push underscores the above.
The 30-second spots are scheduled to run during the morning, early news, and prime time slots, and begin this week. Based on new consumer research insights, Cargill designed said advertising campaign to capture the many family traditions that take place in the United States during Thanksgiving.
The exercise also includes video vignettes of An Honest Meal; food bloggers were paired with Honeysuckle White and Shady Brook farmers to understand the stories behind their work and the inspiration behind their unique recipes. The company’s objective is to deliver a campaign that is memorable.
“We’re inspired by the 700 family farmers who raise turkey without growth-promoting antibiotics, added hormones or steroids. They work all year long so families can sit around their Thanksgiving tables and enjoy a wonderful turkey dinner,” said Jan Hood, Head of Marketing at Honeysuckle White and Shady Brook Farms.
Cargill is a provider of food, agriculture, and financial and industrial products and services. Together with farmers, customers, and governments, it helps communities thrive through its insights, 150 years of experience, and 150,000 employees in 70 countries.
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