Morrisons has been voted British Turkey Retailer of the Year at this year's industry awards, which saw a record 158 entries in 13 categories.
Judges praised the multiple for its breadth of range and appeal to its target shopper, particularly its efforts to present British turkey as a convenient and tasty meat.
Sainsbury's came a close second and was awarded a new highly commended prize for its sleek packaging and excellent nutritional information. However judges said that Morrisons did more to expand the turkey category with clear and attractive labelling.
Announcing the winners at the 10th British Turkey annual awards, Jane Curran, the chairman of the judges, said: "All the retailers deserve a pat on the back for the huge effort they are making to encourage consumers to buy and enjoy turkey all year round.
"They scored high marks with everything from packaging, health and nutrition messages to the overall excellent quality of their very varied products."