Medieval Yet Modern Campaign Sees JENNIE-O Turkey Reign as the Queen of Protein

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

Now JENNIE-O Turkey, the category leader, 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 the Queendom, like culinary rituals 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 centre, 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 mediaeval 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 mould.”

“This campaign represents our brand today in a fun and meaningful way,” said Nicole Behne, vice president of marketing at Jennie-O Turkey Store. “As a trusted provider of quality turkey and a source of expertise for many years, we help consumers elevate their meals, but we also enjoy the moment, celebrating everyday meals to special occasions alike.”