The British Turkey Sector Group said the campaign was part of its strategy to boost demand for turkey all year round.
Kim Burgess, chair of the BTSG publicity and marketing committee, said: “Summer has tremendous potential. Turkey burgers, sausages, steaks and cubes are ideal for barbeques and summer meals and are all readily available.”
British Turkey is sponsoring National Barbeque 2004 and a special tour bus will be giving out bbq turkey samples outside multiple retailers throughout the UK in July. Butchers are being targeted with promotional materials and leaflets.