Textin’ Turkey

Cooking the bird on Thanksgiving can be a nerve-wracking experience. Your family and friends are counting on you. There’s little room for error.
That’s why Butterball instituted a help line, 1-800-BUTTERBALL (1-800-288-8372) back in 1981.
Since then, the help line—one of the first ever created—has become an unparalleled marketing tool for the company, even playing a starring role in a Thanksgiving episode of NBC’s “The West Wing.” President Josiah Bartlet called the hotline for advice.
This year, Butterball’s “Turkey Talk-Line,” is going Web 2.0 by way of blogging and “turkey texts,” according to Ad Age.
“We know that consumers are looking for information on the go and on demand,” said Bill Klump, senior VP-marketing, Butterball.
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 Butterball.com.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. This is an example of a company doing it right.
    First, they offer great customer service (the 800 number), which is the foundation for any marketing plan. Then, they update their offerings to make it easier for their new consumers (millenials) to connect with them.
    Great example of an “Old Media” company pushing the new media envelope. I wonder, though, how long it took their agency (or marketing department) to get the stakeholders to approve the budget to do this. I have to think this is the result of a hard fought battle.

  2. Might be worth your while to share this info with your significant other! Gar

  3. i plan to use my turkey tomorrow for supper. i purchased it last monday night and it was frozen. i placed it in my refridgerator thinking it would need that long to thaw out. the turkey is a 10-12lb, i’m wondering if i let it in the fridge to long , how would i know if it has gone bad. i was told by a friend that it would take only 2 days to thaw a 10-12lb turkey. please help. thank you, cathy