Why Think Turkey Is Reframing “More Protein” Into “Better Protein”

Think Turkey is tapping into a real cultural shift: “protein” has become a marketing shortcut, and grocery aisles are now crowded with protein-added snacks, bars, and powders that imply more automatically means better. The campaign challenges that logic and pushes a simpler standard—eat your protein whole—so Canadians focus on quality, completeness, and nutrient density, not just a number on the label.

The Nutrition Proof Point: Lean, Natural Protein From Canadian Turkey

The work anchors the message in a clear, repeatable benchmark: Canadian turkey provides ~30g of natural, high-quality, lean protein per 100g, positioning it as one of the leanest and most nutrient-dense protein sources available. This makes the “raise the protein bar” idea easy to understand: turkey isn’t “protein-added”—it’s naturally protein-rich, and it’s promoted as a complete, food-first option rather than a processed workaround.

OOH Execution in Toronto and Montréal to Spark a Protein Quality Debate

Timed to National Protein Day (Friday, February 27), Think Turkey takes the conversation into public space with two high-impact billboards designed to provoke a “quality vs. quantity” debate using a simple directive: “lean into turkey.”
The CNW release also specifies the placements more precisely: a “You Turkey” billboard near Sankofa Square in Toronto and another on rue Sainte-Catherine in Montréal—two high-footfall corridors where a short line can travel fast via photos, shares, and word-of-mouth.

Credibility Layer: Dietitian Voices and Damian Warner’s “Food-First” Framing

To avoid blending into generic nutrition advertising, Think Turkey adds credibility through registered dietitian voices and elite athlete advocacy. Dietitian Nicole Addison frames the issue as nutritional value—not buzzwords—emphasizing whole foods and the benefits of lean, complete protein.
The initiative is also supported by Damian Warner (Canadian decathlete and Olympic gold medalist), connecting the message to real performance habits: intentional fueling, recovery, and serving the same “real food” at home for family life—not just training. This helps the campaign speak to both active Canadians and everyday shoppers who want simple, trustworthy choices.

How This Builds on the “You Turkey” Athlete-Fueled Platform

“Lean into turkey” is positioned as an extension of Think Turkey’s broader “You Turkey” platform, which frames turkey as go-to fuel for training, recovery, performance, and active family routines—supported by recognizable Canadian athlete partners.
This National Protein Day activation effectively widens the audience: it takes an athlete-led performance story and translates it into a broader cultural message—choose whole, lean protein—then amplifies it with a national digital and social campaign running through March to keep the conversation going beyond the one-day moment.