The National Turkey Federation (NTF) is to target low-carb dieters with its latest promotional campaign.

Describing the meat as “the perfect protein”, the campaign aims to highlight the high-protein, low-fat content of turkey, with a view to boosting sales among the millions of Americans following reduced-carbohydrate diets.

The US$3m integrated marketing campaign will include print advertising in select publications, a concerted public relations effort, and enhanced consumer-friendly features on the NTF’s website.

The NTF also said the campaign will highlight the availability of easy-to-prepare turkey parts in an effort to dispel the notion that turkey is difficult or time-consuming to cook.