Case Study: British Poultry Council boosts turkey sales among millennials with Richmond & Towers

British Poultry Council boosts younger-audience sales 15% with Richmond & Towers

The British Poultry Council faced the challenge of making turkey relevant to millennials beyond the Christmas season and bringing new, younger shoppers into the category. Richmond & Towers was tasked with creating a campaign to change perceptions and drive year-round sales.

Richmond & Towers developed the "Just Wing It" social media campaign, which used high-impact photography and influencer content to showcase versatile turkey mince recipes. This was supported by in-store activations to close the loop. The solution drove a 15% sales uplift among a younger audience, attracted 66,000 new people to buy turkey, and generated 4.7 million targeted campaign impressions.

British Poultry Council