Friday, November 21, 2008

Talking Turkey: Butterball 2.0

Talking Turkey With Butterball about Web 2.0

The Thanksgiving turkey goes high tech with the Turkey Tip line turning to Web 2.0 techniques to share poultry preparations tips.

An article on Ad Age outlines the different ways marketers are reaching out to a new generation of consumers. Shoppers can now get turkey advice on their mobile phones in the grocery store and get a free pizza through Facebook on Thanksgiving Eve.

Butterball's hotline could be referred from now on as "Butterball 2.0".

The hotline with a staff of more than 50, coddles more than 100,000
consumers each year. Butterball's "Turkey Talk-Line," the beloved backup plan
for millions of first-time turkey chefs, is going Web 2.0 by way of blogging and "turkey texts."

"We know that consumers are looking for information on the go and on
demand," said Bill Klump, senior VP-marketing, Butterball. "This includes the
new audiences we want to reach, such as first-time cooks."

The updates are designed to advise a "new generation of cooks" whenever or
wherever they need help, be it in the grocery store or at the stove. Consumers
can sign up for text messages that give thawing reminders and temperature
guidelines, read blogs written by "seasoned home economists," participate in
live chats or watch how-to videos at

"When the Turkey Talk-Line started 28 years ago, the phone was the best way
to give people the important turkey-cooking information they needed," Mr. Klump
said. "This year, Butterball continues to evolve and reach new cooks with
initiatives like turkey text messages, a new mobile website and web chats, so
that we can provide Butterball's expert holiday advice the way modern cooks want
it, anytime and anywhere."

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