For more than 35 years, 50+ experts at the Butterball Turkey Talk-Line have greeted panicked cooks with open ears and a wealth of knowledge for poultry perfection. But call volume at the Talk-Line fell flat, because younger, first-time cooks wanted their information right away, in a format that's at their fingertips. So we needed a new way to help new cooks this holiday. We needed to bring the Turkey Talk-Line into the 21st century.
We aimed to:
So in 2016, for the first time ever, Butterball greeted a new generation of cooks in a new way. We gave cooks immediate answers to their turkey troubles on the line's newest texting capability, open for instant advice, 24/7, the week leading up to Thanksgiving.
Whether it's Grandma, Mom or your co-worker Esther, experienced cooks are the first people we turn to when faced with a turkey dilemma. So we produced videos featuring Butterball experts to demonstrate, with humor, why the Talk-Line's advice was more helpful than family, friends or artificial intelligence.
Key video elements included:
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