JENNIE-O TURKEY Reigns as the Queen of Protein

By Egotist / August 30, 2022 /

In the world of meats, one protein reigns supreme: turkey. It’s both lean and versatile.

Now the category leader, JENNIE-O Turkey, takes their rightful seat at the throne, with the launch of their new brand campaign “The Queen of Protein.”

In the launch campaign, JENNIE-O turkey fuels the “Queendom of Protein,” a fictional land built entirely around turkey and ruled deliciously by the turkey-loving monarch, The Queen of Protein. In :30, :15 and :06 videos, we get a glimpse into the happenings in this turkeyverse, like Taco Tuesday and lawn parties, all with the Queen of Protein as our host and narrator.

Featuring touches of the brand’s distinctive awning logo – now appearing as an unfurling regal flag – the campaign brings some very modern sensibilities to a royal court, exemplified in one spot based around a guillotine used to perfectly slice turkey pizza. All spots put the tasty dishes you can make with JENNIE-O turkey front and center, having fun with recipes like “badminton meatballs” and “croquet taquitos.”

“We wanted our Queendom to feel reminiscent of the old world but to avoid seeming stuffy or too medieval we incorporated modern props and a new-meets-old wardrobe mashup” said Senior Art Director Meghan Rongitsch. “Everything was being made on the spot or reimagined to make up our own unique world.”

The Queen of Protein was found after an exhaustive search on both coasts. “It was no small task finding a Queen who felt regal but likeable and modern” said BBDO Minneapolis CCO, Laura Fegley. “We were so lucky to find Chivonne Michelle who’s confident without being haughty. She feels like a Queen but in a very fresh, cool mold.”

Check out all the work here.

Credits
Client: Jennie-O^® Turkey
Agency: BBDO MPLS
President & CEO: Neil White
Chief Creative Officer: Laura Fegley
Creative Director: Taylor Snyder
Creative Director: JT Steinert
Senior Art Director: Meghan Rongitsch
Senior Copywriter: Josh Gloe
Copywriter: Joanna Stubbins
Senior Producer: Peter McLarnan
Group Account Director: Angela Lund
Account Supervisor: Maria Greenwell
Account Executive: Caitlin Petrocchi

Production Credits
Production Company: Pretty Bird
Director: Rami Hachache
Executive Producer: Suzanne Hargrove
Producer: Clint Caloury
Editorial: Union NY
Editor: Merritt Duff
Color: Nice Shoes
Music: Hifi