Dindon du Québec

Promoting turkey during the holidays is nothing new. But more and more families are rethinking the traditional holiday meal, seeing turkey as predictable or uninspiring. The challenge was to make people want to keep the tradition without simply offering yet another recipe.

Find a fresh way to talk about Christmas turkey, reaffirm its central place during the holidays, and reignite the desire to cook it.

We knew we had something special when we discovered that turkey farmers themselves, along with Soeur Angèle, cook their turkey upside down to make it juicier. The creative leap was to present this simple trick as a true holiday meal “revolution”. We launched a teaser style video featuring a cameo by Soeur Angèle, positioning the upside down turkey as a bold new take on a classic tradition. The campaign rolled out across social media and PR, with creators invited to try the upside down turkey themselves. A charitable component was also added, where every piece of creator content generated a turkey donation to Moisson Montréal.

In just one week, the campaign generated four radio and podcast interviews and strong coverage in major Quebec media, including TVA Nouvelles, Journal de Montréal, Journal de Québec, and QUB. Nearly twenty media mentions were secured, reaching more than ten million organic impressions. In addition, eight content creators took part in the challenge, each producing their own upside down turkey content.