By Alice McFarlane

National campaign promotes turkey

Jun 12, 2025 | 4:00 PM

Turkey is a protein powerhouse that’s high in taste and nutrients and low in fat and calories.

That’s the message Think Turkey is sending through a national marketing campaign aimed at positioning Canadian turkey as the go-to protein for active Canadians.

From gym-goers and busy parents to weekend warriors and wellness seekers, You Turkey encourages Canadians to fuel their movement and meals with lean, high-quality and nutrient-rich Canadian turkey.

The campaign debuted with a series of 15-second ads airing during the NHL playoffs and will continue to run across programmatic, Meta, TikTok, and YouTube throughout the summer.

At the heart of the campaign is a growing team of elite Canadian athletes who embody the You Turkey ethos – living active lives, reaching for new goals, and fueling their body with lean, high-quality protein.

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Ambassadors include Olympic gold medalist Vanessa Gilles (Canadian women’s national soccer team defender); Emmy Fecteau, professional hockey player; Christina Chin, Canadian pickleball champion; and Olympic gold medalist, Damian Warner.

“A lot of people would probably be surprised to learn that I don’t take supplements or drink coffee – my energy and recovery come entirely from prioritizing a healthy diet of whole foods like turkey,” Warner said. “Turkey is a go-to source of protein for myself and my family. It fuels an active lifestyle of training and of course, running after two small kids.”

This June, Think Turkey is partnering with fitness app Strava to challenge Canadians to fuel their training with turkey and log 250 minutes of activity.

Canadians can sign up here.

Farmers of Canada Chair Darren Ference said whether you spin, lift, walk the dog or chase your kids, ‘You Turkey’ to maintain a healthy, active lifestyle and reach your nutrition and fitness goals.

“We want Canadians to think turkey for high-quality protein that can help you build muscle, recover post workout, boost energy levels and maintain a healthy diet,” Ference said.

Think Turkey is also launching a national retail program and creator campaign to inspire Canadians with turkey recipes and offer incentives to add turkey to their weekly meal routine.

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alice.mcfarlane@pattisonmedia.com