RESTON, Va. -- "Turkey: It is Better than the Other Stuff." That is the slogan the National Turkey Federation here wants America to come to know.
To that end, the turkey industry trade group has approved the solicitation of funds to support the launch of a new generic advertising campaign with the slogan in select test markets.
The new industry theme, unveiled at a recent meeting, was created by the W.B. Doner agency of Baltimore, Md.
NTF's board of directors voted 55 to 18 in favor of seeking the $1.5 million in funding that is needed to start the television and print ad program. It is slated to run in 12 to 15 cities beginning in the spring.
The Turkey Federation began work on developing a national advertising campaign last year as a means to increase per capita consumption of turkey and to better compete with other meats and poultry.
Data from the U.S. Department of Agriculture show per capita turkey consumption grew from 10.6 pounds in 1981 to 18 pounds in 1991, but it has not increased since then.
