WILLMAR, Minn. —Jennie-O Turkey Store, a subsidiary of Austin, Minnesota-based Hormel Foods Corp., is trekking across the US on a five-city tour this summer promoting turkey products with the goal of luring consumers to consider turkey over traditional favorites like burgers and tacos.

The Make the Switch Tour kicked off in Los Angeles and stopped in Miami and Denver over the last few weeks. New York City will be the next stop on June 3-5, where Jennie-O will feature its Italian turkey meatballs.

At each stop, Jennie-O hosts a live event experience featuring two tasting booths. Each participant that goes into the booth tastes a turkey burger, turkey taco, turkey meatball or turkey chili, and rate the products. Some participants’ reactions will be captured in real time and posted on social media.

After that, a personalized 15-second video of each tasting-booth experience is broadcast live on a gigantic billboard for everyone to see – as well as broadcast on YouTube and Jennie-O.com/MTS. Select videos are also broadcast live in Times Square.

Here is one example. 

“Jennie-O has created an experience unlike any other, setting us up as a leader in the meat and protein industry,” says Brent Koosmann, director of marketing at Jennie-O. “The Make the Switch campaign, by creating memorable, one-to-one connections, promises to not only boost awareness for Jennie-O, but also drive demand for turkey.”

The tour concludes in Seattle July 15-17.