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Cargill is posting 60-second online vignettes of its northwest Arkansas turkey farmers, in the second phase of a campaign that began in January with a 30-second television commercial featuring a Missouri turkey farmer. The first of the new online video vignettes will debut May 8 on Facebook, YouTube and brand websites, with a second and third scheduled to drop in late May and midsummer, respectively.
The online vignettes complement the TV ad, which aired on the ABC, CBS, FOX and NBC networks last winter, as well as on such online TV services as Hulu Plus, Netflix and HBO Go. Additionally, an extended (90-second) video version of the ad is available via social media channels such as Facebook.
“Our vignettes also help us increase awareness in the marketplace for Honeysuckle White and Shady Brook Farms turkey products,” noted Jan Hood, head of marketing for both brands. “We know consumers want a better connection to the people who produce food, and our campaign is a conduit for linking these two important groups. Families at the 700 farms that raise our turkeys work hard to ensure high-quality products are available 365 days a year for people across America. Through our videos, we show how fans applaud our independent family farmers for their commitment and passion for raising turkeys.”
The vignettes also inform consumers that Honeysuckle White and Shady Brook Farms turkeys are raised without the use of antibiotics for growth promotion purposes.
Northwest Arkansas farms featured in the online video vignettes are Lazy J Farms, owned and operated by Tammy and Jeff Plumlee; Usrey Farms, owned and operated by Justin and Chana Usrey; and Double L Farm, owned and operated by Jeff and Gloria Lindsey.
Wichita, Kan.-based Cargill has 149,000 employees in 70 countries