British turkey farmers have joined forces to launch a new Christmas campaign aimed at putting the whole roast turkey back at the centre of festive dining.

The “Winner! Winner! Turkey Dinner!” campaign has been launched to mark 500 years since turkeys were first brought to England, with producers looking to revive interest in the traditional whole bird at Christmas.

The campaign is backed by a collective of UK turkey producers and industry groups, including Bernard Matthews, 2 Sisters Agriculture, Avara Foods, Hockenhull Turkeys, Kelly Turkeys, Gressingham Foods, Capstone Poultry, Traditional Norfolk Poultry, the Traditional Farm Fresh Turkey Association and the Anglian Turkey Association.

It comes as whole roast turkeys have increasingly lost ground to turkey crowns, joints and smaller festive options, as shoppers look for more convenient centrepieces and worry about cost, cooking times and carving.

The campaign will run in the lead-up to Christmas, offering consumers cooking advice, carving guides, demonstrations and leftover recipe inspiration from UK chefs.

Its organisers said the aim was to tackle some of the common barriers around buying a whole turkey, while highlighting the value of purchasing the full bird.

The campaign also draws on turkey’s long association with British Christmas traditions. According to organisers, turkey was first brought to England in 1526 by explorer William Strickland, before later becoming associated with Tudor feasting and Victorian Christmas dining.

Charles Dickens’ A Christmas Carol, published in 1843, helped cement turkey’s place in the festive imagination, with Scrooge famously buying a turkey for the Cratchit family.

Now, 500 years on, British turkey farmers are hoping to convince shoppers that a whole roast turkey remains the best centrepiece for a traditional Christmas meal.

The campaign will focus on the benefits of cooking a whole bird, including value, flavour, leftovers and the sense of occasion it brings to the Christmas table.

The producers said the push was designed to “rightfully return” whole roast turkey to the heart of Christmas dining, while helping consumers feel more confident preparing and serving it.

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