As a way of countering rising food costs, new-to-Canada food retailer Wild Fork is helping Canadians put affordable turkeys on the table this Thanksgiving. The playful holiday campaign is an experiential initiative led by Toronto’s Narrative PR.
It started on Sept. 28, when a hoard of ambassadors dressed in inflatable turkey costumes made their way onto bustling city streets. The inflated turkeys, whose fronts read “Say no to inflated turkey prices,” were a perfect metaphor for the current climate of rising food costs, said Wild Fork’s head of brand experience, Sherryl Woodward.
The turkeys’ objective? To flap their inflated wings and pass out postcards with a limited time promotion code of $10 off your first Wild Fork order.
While the brand originally launched as an online business servicing the Greater Toronto Area with same-day delivery, it opened its first retail location in Whitby in the spring. After walking around Toronto’s downtown core, the turkey team headed to the Whitby store to continue passing out postcards.
“We didn’t want Canadians to have to choose between breaking the bank or breaking with tradition this Thanksgiving,” said Woodward. “We are in the business of bringing people together around good food with the best possible prices year-round, so making some noise about this Thanksgiving offer felt like the right thing to do.”
With the big meal right around the corner, Woodward said they’ve seen new customers both in store and online. The brand plans to continue opening meat and seafood storefronts across the country.