Diana Marszalek 08 Apr 2019 // 5:56PM GMT
TORONTO — Turkey Farmers of Canada, along with the Canadian Poultry and Egg Processors Council, has awarded its lucrative marcomms business to Zeno Group following a multi-round competitive review.
Zeno will serve as lead agency of record for the organization, which represents the country’s 500+ turkey farmers. The agency will be working under a five-year, multi-million dollar contract .
Looking to boost turkey consumption, the farmers hired Zeno to lead a fully integrated campaign including paid media (digital, TV, out-of-home), influencer marketing, experiential, digital and social, research and analytics.
The organization has not launched a campaign of this scale since 2004. There was no incumbent agency.
Zeno has created a cross-functional team in Toronto that will oversee the account, including enlisting True Media as paid media partners.
“We were looking for a creative agency to develop and implement a disruptive campaign that will inspire Canadian consumers to eat more turkey,” said Darren Ference, the organization’s chair. “Zeno’s understanding of consumer behavior, strategic thinking and highly original campaign creative makes them the ideal partner to lead this integrated work for our organization.”