A multi-channel promotional and informational campaign organized by The National Poultry Council. Our task was to promote turkey meat as tasteful, easy to prepare and full of nutritional values. We also drew the attention to the role of the packaging in which the meat is purchased (MAP). The campaign covered diverse activities – among others: all-Polish TV campaign, advertisements in opinion-forming press, women’s and topical press, activities in the Internet (website, social media, campaign placed in women’s, culinary and health sections and websites) and in points of sale.