A newly installed “You Turkey” billboard stands near Sankofa Square in Toronto, Ontario. (Photo provided by Think Turkey)
As National Protein Day approaches on February 27, Think Turkey has launched a nationwide campaign encouraging Canadians to look beyond trendy snacks and focus on whole, natural sources of protein.
With grocery stores filled with protein bars, powders and fortified foods, many shoppers assume that more protein automatically means better nutrition. Think Turkey aims to shift that thinking. The organization wants Canadians to pay closer attention to the quality of protein, not just the quantity.
Billboards Spark Public Conversation
To bring the message directly to the public, Think Turkey has unveiled large billboards in Toronto near Sankofa Square and along rue Sainte-Catherine in Montréal. The displays carry a simple message encouraging people to lean into turkey as a reliable source of protein.
The campaign also includes a national digital and social media push running through March. Organizers hope to reach Canadians of all ages and start a broader discussion about nutrition and food choices.
Backed by Nutrition Experts
Registered dietitian Nicole Addison has lent her voice to the initiative, stressing the importance of choosing protein wisely.
"Protein has become a buzzword, but not all protein sources provide the same nutritional value," said Nicole Addison, a food-first dietitian. "Turkey is naturally rich in complete protein, low in fat, and packed with essential nutrients. If you're serious about fueling your body, you don't just need more protein, you need high-quality, whole, lean protein like turkey."
According to Think Turkey, 100 grams of Canadian turkey provides about 30 grams of lean, high-quality protein. The group describes turkey as one of the leanest and most nutrient-dense protein options available.
Damian Warner Joins the Effort
Canadian Olympic gold medalist and decathlete Damian Warner has partnered with Think Turkey to promote the campaign. Warner says real food plays an essential role in both performance and recovery.
"When you train at the highest level, you have to be intentional about what fuels you. For me, it's always been about real, whole foods -- and turkey's a big part of that", explains Damian Warner. "It's a lean protein that helps me train hard, recover fast, and feel my best. As a dad, it means a lot knowing the same food that powers me on the track is the one I serve my family at home."
The campaign builds on Think Turkey’s broader “You Turkey” initiative, which highlights turkey as a dependable source of energy for active families and professional athletes.
Beyond Athletes to Everyday Canadians
While the message may resonate with elite competitors, organizers say the campaign targets all Canadians. Many people turn to protein to build muscle, maintain energy, or support overall health. Think Turkey encourages them to choose whole, lean foods rather than highly processed alternatives.
The group says Canadian turkey offers a natural way to meet daily protein needs while keeping fat and calorie intake in check.
For recipes and nutrition information, Canadians can visit Think Turkey’s official website.
