Group One Shows Off Oven-Ready Jennie-O

CHICAGO Just in time for Thanksgiving, Jennie-O Turkey Store is introducing a way to ease turkey preparation with a roasting bag that goes from freezer to oven with a new marketing campaign from independent agency Group One.

A television spot from the Minneapolis agency depicts a turkey help phone line where workers have nothing to do, thanks to the company’s new oven-ready product. After a pep talk from an over-eager leader, the workers sit bored in their cubicles. The one call that comes in is from a worker’s husband. A voiceover says, “This year, Thanksgiving as you know it will change.”

“With this product, there’s no need to spend days defrosting the turkey, no need to clean it, no need to remove the gizzards, no need to even touch the raw bird and there is no guesswork about when the turkey is done,” said Steve Lykken, senior vice president of the Wilmar, Minn., company’s retail division, in a statement.

In addition to the TV spot, which broke on Election Day, the campaign includes print, Web and in-store marketing. The print ads have been running in October issues of magazines such as Real Simple, American Baby and Cooking Light.

Spending on the effort was not disclosed. The company spent $6 million on all advertising last year, according to Nielsen Monitor-Plus.