The Great American Turkey Company is a US food brand, and they wanted a big, bold and mega disruptive launch for their new bird on the block.

In America, chicken rules the roast, so together with Dirt we wanted to change the perception that turkey should only be eaten on ThanksGiving by creating the brand's proposition 'Turkey to talk about.' Working alongside Studio La Plage, we developed a bold new brand identity, including tone of voice and art direction.

But we knew we needed a punchy launch to knock the old bird on its perch. The Secret Turkey Club (STC) was born, a group of hardcore turkey eaters who would stop at no cost to keep the power of turkey from going mainstream. With that, GATC has become their enemy no.1, with turkey products showing the American public that turkey can be tastier, healthier, and more accessible than all other meats.

Our campaign saw The STC causing mayhem, sabotaging the Publix launch of GATC, adbombing the OOH, and even creating a website that took over the main GATC site. Their last act of mayhem was creating POS that hides products in-store because they wanted the product for them and themselves only!

The results saw the product sell out in it's first few weeks!