National Turkey Federation Launches Turkey. The Perfect Protein(tm) Campaign

Turkey's high-protein, low-fat content makes it an ideal food for the 30 million to 40 million Americans following low-carbohydrate diets, a point the National Turkey Federation (NTF) will emphasize in a new campaign promoting turkey as "The Perfect Protein."

Turkey has 8 percent more protein and less fat than beef or chicken, making it a great choice for the 44 percent of adults who are cutting carbohydrates and the 64 percent who are avoiding fat , according to Sherrie Rosenblatt, NTF's senior director of marketing and communications.

"For the low-carb dieter, turkey is the perfect lean protein choice," said Rosenblatt. "And even if you're not cutting carbs, it's a nutritious, easy-to-prepare, great tasting choice for a meal. We want to make sure consumers remember turkey is the perfect protein the next time they visit the supermarket."

The $3 million integrated marketing campaign will include print advertising in select publications, a concerted public relations effort, and enhanced consumer-friendly features on the NTF's web site, www.eatturkey.com. It also will highlight the availability of easy-to-prepare turkey parts in an effort to dispel the mistaken notion that turkey is difficult or time-consuming to cook, among other initiatives.

The campaign stems from research conducted by the federation earlier this year that shows consumers are unaware of the variety of new turkey cuts and products now available or how to prepare them. Yet, when reminded of turkey as a mealtime option, consumers desire to serve it increases by 11 percent. Further research showed that the tag line "Turkey. The Perfect ProteinTM" motivates people to want to serve it more regularly.

'As awareness of turkey's nutritional advantages grows, we expect to see more consumers serve and eat turkey routinely as part of their meals," said Rosenblatt. "People already know that turkey tastes great. Now they're going to find out how it's great for your waistline too."

Note to editors: Recipes, "Turkey. The Perfect Protein" logo and press kit are available for download from the pressroom at www.eatturkey.com.

About the National Turkey Federation
The National Turkey Federation (NTF) is the national advocate for all segments of the turkey industry, providing services and conducting activities that increase demand for its members' products by protecting and enhancing their ability to profitably provide wholesome, high-quality, nutritious products. Its award-winning web site, www.eatturkey.com, offers consumers, food professionals and the media an extensive library of information including healthy eating and restaurant trends, turkey cuts and purchasing tips, turkey nutrition and cooking techniques, and turkey facts and trivia. Additionally, the site presents a searchable database of more than 1,500 recipes, offers a recipe E-mail program and provides special seasonal and holiday ideas. The National Turkey Federation is headquartered in Washington, D.C.