Carolina Turkeys Changes Its Feathers to Butterball, LLC

When relatively unknown Carolinas Turkeys purchased Butterball from food giant ConAgra, eyebrows were raised. Talk positioned Carolina Turkeys as the savior of one of America's favorite brands by widely publicizing its turkey-only focus.

A communications audit of all salaried employees set the foundation for a targeted communications campaign. The synergies between Carolina Turkeys' turkey-only focus and Butterball's brand leadership - became the focus of all press materials. Media training on key messages prepared spokespeople for interviews. Key messaging included four primary points: Synergies between Butterball and Carolina Turkeys. Single focus on turkey Butterball's brand leadership Carolina Turkeys' ability to strengthen entire turkey industry. Talk garnered significant media coverage on the acquisition in: Trade media: In Store Buyer, Poultry and Meat & Poultry. Consumer media: Raleigh News & Observer, Triangle Business Journal, statewide TV and radio.