Jennie-O Talks Turkey in TV Spots

CHICAGO Omnicom Group’s BBDO humorously depicts the difficulties people have in preparing a frozen turkey—compared with the ease of Jennie-O Turkey Store’s Oven Ready turkey—in a new campaign for the brand.

Television spots breaking this week depict a woman dropping a turkey on the floor and accidentally tossing it out a window as she wrestles to get a thawed bird out of her sink. Another spot shows a man taking a bath when a turkey surfaces, letting him know it has fully thawed.

The spots contrast those experiences to the Jennie-O Turkey Store’s Oven Ready product, a bagged turkey that can go from freezer to oven in one step. The spots are also posted on YouTube in the hope that they might be distributed virally.

“We’re trying to make people think of the Jennie-O brand as a fun and forward-thinking brand,” said Nancy McMenamy, management supervisor on the account at BBDO. “[YouTube] is a nice way to hit an entirely different market.”

Keith Schofield, of Caviar in Los Angeles, directed the spots.

In addition to the television spots, there will be print executions and point-of-purchase materials. The agency is also collecting “turkey trauma stories” for future executions.

The work is the first from the agency network’s Minneapolis office since winning back the $12 million piece of business earlier this year. BBDO in Minneapolis is the lead agency for Jennie-O Turkey Store parent Hormel.

The campaign launches following Butterball’s introduction of a TV effort for which families submitted videotaped messages adapted into television spots. Publicis Groupe’s Leo Burnett in Chicago handles Butterball.