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US & Canada: How would you get people to choose turkey instead of chicken?
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41 months ago
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This challenge is for US and Canadian solvers only.

Chicken is expected to surpass pork as the most popular meat worldwide by 2020, and it already accounts for about half of the meat intake in the US.   Even though it's growing in consumption, how do consumers really feel about chicken?  Are they excited about it and choosing it intentionally, or has it become ingrained as the standard white meat option?   We want to understand if "chicken fatigue" is a real phenomenon (i.e. are consumers tired of chicken but choosing it out of habit, limited options, etc.).  Also, we want to hear your ideas for how we could get more people to choose turkey products over chicken.  Ideas could be new turkey product offerings, the way turkey products are described or talked about, the way turkey products are packaged, or something totally new that we haven't thought of!


US and Canadian solvers only - Please answer the following:

  1. You may have heard of or experienced "chicken fatigue" (or the idea that chicken seems to be what you are constantly eating or cooking). We'd love to know the following:  [If you don't believe "chicken fatigue" exists, then skip a and b and let us know why.]
    1.  Your thoughts on why "chicken fatigue" persists (i.e. why consumers would continue buying chicken if they are growing tired or bored of eating it).  
    2. Why consumers are choosing chicken over turkey.  Turkey products are out there, so why do consumers choose chicken products instead?  
    3. Do you have a solution / idea for your answer to part b that would make consumers more likely to choose turkey?  Ideally this would be something that a turkey brand / company could do.
  2. Propose a new idea for a turkey product that would appeal to consumers and potentially combat chicken fatigue (even if you don’t think chicken fatigue exists, we’d still love to know a new turkey product idea you would consider using instead of chicken). 


-Your idea(s) and feedback should be visible at the store level.  That is to say,  visible or apparent to consumers when they are deciding which proteins to buy. 
-For Deliverable 2, you could propose the following:

  • an idea for a chicken product that should be made with turkey instead
  • a totally new idea for a turkey product 

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
Reward Tiers
10 Winners
will receive $100 each
12 Honorable Mentions
will receive $50 each
$100.00 Square pic 60 img 1747 California Institute of Technology
$100.00 Square pic 60 matthew gaiser calgary bow headshot  1 Queen's University
$100.00 C Queen's University
$100.00 R University of California, Merced
$100.00 T University of Central Florida
$100.00 Square pic 60 22729102 10155842657864664 7284227895460716342 n University of Central Missouri
$100.00 Picture?width=160 University of California at Davis
$100.00 Square pic 60 linkedin profile pic Wright State University
$100.00 M Ball State University
$100.00 Square pic 60 lightbulb 3 The Kings University
$50.00 L University of Central Missouri
$50.00 M University of Mount Olive
$50.00 Square pic 60 square small Georgia Institute of Technology
$50.00 M University of California at San Diego
$50.00 L State University of New York at Purchase
$50.00 Square pic 60 img 0377  2020 03 03 14 50 08 utc Honolulu community college
$50.00 Square pic 60 dandelion flower pictures Bennington College
$50.00 Z Minnesota State University Moorhead
$50.00 Picture?width=160 University of Wyoming
$50.00 K McMaster University
$50.00 G Minnesota State University Moorhead
$50.00 Picture?width=160 Michigan State University
Submission questions

What is your age?

under 18
18 - 22
23 - 26
27 - 30

How frequently do you eat chicken? 

several times a week
several times a month
infrequently / only on occasion
never / NA