In Depth

‘Biggest Loser’ Talks Turkey for Jennie-O

“The Biggest Loser” has proven to be a big winner for Jennie-O Turkey Store.

The NBC series, which chronicles the efforts of overweight people trying to reduce their size and improve their health, might not seem the most appetizing place to advertise a food product. But the producers of Jennie-O turkey are promoting the product as part of a low-fat, nutritious regimen. And they’re promoting recipes using turkey to make it easier to swallow for eaters trying to be careful about what they’re consuming.

Jennie-O Turkey has been a sponsor of “The Biggest Lower” for four consecutive seasons. It is the exclusive protein brand on the reality series and has been integrated into episodes in a number of ways. Jennie-O also has Internet tie-ins with the program.

“Our partnership with ‘The Biggest Loser’ is a perfect fit for Jennie-O, and we’ve had great success with it every season,” says Cris Eide, retail marketing director for the Jennie-O Turkey Store. “The show emphasizes how you can live a balanced, healthy lifestyle by making small changes to your diet, and Jennie-O Turkey Store products help you do that.”

This season, the brand has meshed with the program in several new ways. The relationship culminates with a special 30-second television commercial during the May 12 series finale in which the company gives away 25,000 coupons worth $5 off Jennie-O products, which should inspire viewers to eat turkey if they want to begin a healthier diet.

The commercial urges viewers to go to a Web site (www. Jennie-o.com) where they can sign up for a recipe booklet called “Savor Flavor: A Guide to Sensible, Healthy Living.”

In addition to recipes, the booklet includes practical lifestyle tips for people who want to stay healthy and active.

The booklet includes the $5 store coupon.

When the recipe booklets and coupons run out, the company will offer a downloadable version online at its Web site.

As part of Jennie-O’s sponsorship of “The Biggest Loser,” its turkey products have been integrated into two of this season’s episodes.

In one, which aired March 24, Jennie-O All-Natural Marinated Turkey Tenderloins were used at trainer Bob Harper’s poolside cookout.

On May 5, a contestant who won a $25,000 kitchen makeover found that her new refrigerator was stocked with products from the Jennie-O Turkey Store.

During the May 5 episode, contestants made mini chipotle-spiced turkey meat loaves using Jennie-O extra lean ground turkey.

The company also has been running a series of four 30-second television commercials since April 21.

In addition, Jennie-O has been promoting its partnership with the show with special labels that have appeared on 6 million packages of its lean and extra lean ground turkey.

The company also will be sending lifestyle tips and recipes to people who sign up with the Biggest Loser Club online at www.biggestloserclub.com.