Case Study: Turkey To Go®
Minnesota State Fair Legacy, Refreshed
For over six decades, Turkey To Go® has been a staple at the Minnesota State Fair. In 2025, Feliz Inc. partnered with the Minnesota Turkey Growers Association to refresh and modernize this beloved legacy booth—without losing its tradition.
We stepped in to:
Rebuild the Visual Identity → cohesive logo concepts, refreshed color palette, modernized fonts.
Redesign the Website → StoryBrand-inspired copy, mobile optimization, press/media page, and seasonal CTAs.
Overhaul Social Media → bold, humorous, crave-worthy voice that boosted engagement.
Produce Event Assets → high-impact banners, flyers, and live fair coverage.
The Challenge
Turkey To Go® had history, but their brand presence needed an update. We identified key challenges:
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Turkey To Go’s look and feel hadn’t kept pace with its reputation. The website was outdated and not mobile-friendly, colors weren’t being used strategically, and the logo needed refreshing in a way that honored the original emblem while resonating with modern fairgoers.
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The booth had plenty of history and community love, but the digital presence didn’t reflect it. Posts lacked cohesion, the brand voice wasn’t clear or crave-worthy, and content wasn’t building a strong, consistent identity across platforms and the engagement was low.
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Despite being a staple at the Minnesota State Fair, Turkey To Go’s digital presence wasn’t converting to the scale of its real-world popularity. Online interactions were minimal, storytelling was underutilized, and the booth wasn’t fully leveraging its decades of tradition to drive visibility and engagement across digital channels.
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For more than sixty years, Turkey To Go has been part of Minnesota’s fair tradition, but its story wasn’t being told in a way that resonated online. The deep community ties, grower partnerships, and hunger-relief contributions were underrepresented, leaving an opportunity to elevate brand pride and impact.
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Turkey To Go’s website wasn’t serving as a true digital home for the brand. It had an outdated look with no consistent sense of branding, poor calls-to-action, and little press or media visibility. The design wasn’t mobile-friendly, lacked a clear user experience (UX) flow, and didn’t guide visitors toward the information or actions they needed. Overall, the site felt more like a placeholder than a modern brand hub.
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On-site branding wasn’t fully aligned with the refreshed identity. Menus were hard to read in a fast-paced fair setting, and the booth lacked cohesive, professional branding. This meant missed opportunities to create a memorable, modern customer experience.
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Turkey To Go’s messaging lacked clarity and cohesion. The tone shifted across channels, and there wasn’t a strong, recognizable brand voice to tie everything together. As a result, content felt generic rather than crave-worthy and community-driven, leaving an opportunity to develop a bold, consistent voice that matched the booth’s legacy and personality.
Our Approach
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Visual Identity Refresh
We honored the original emblem while modernizing it and everything around it.
We cleaned up the primary mark (resolution refinements, scale/legibility fixes), built a flexible logo system.
Additionally, our team defined a crave-forward color strategy with purposeful roles (primary, secondary, accent, neutrals) plus contrast ratios for menu/readability.
We set a clear type hierarchy (headline, subhead, body, caption with fallbacks), standardized spacing, shadows, and photo treatment (tight food macro + warm people moments), and packaged it all into a brand kit.
We implemented professional photography to speak to the energy of the Minnesota State Fair.
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Website Rebuild (UX & Conversion)
We rebuilt the site using the StoryBrand framework: a clear hero promise, one primary CTA, streamlined nav, and mobile-first layouts. We reorganized the IA to surface what fairgoers actually need—Our Legacy, Menu, Where to Find Us, Press, Partners, Contact—added a fast, scannable Menu page, created a Press/Media hub, and wove partner spotlights throughout for credibility.
We also launched a branded Linktree hub, embedded a live Instagram grid to showcase our social presence, added universal social icons for cross-channel access, and integrated Google Reviews for real-time social proof—all styled to match the brand.
Under the hood, we used lightweight components for speed, accessible color contrast with alt text, and SEO-optimized titles/meta.
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Social Media System (Cohesion & Scale)
Instead of ad-hoc posting, we built a cohesive system that amplified Turkey To Go’s voice, story, and legacy.
Voice Framework → Bold, crave-worthy, community-proud, balancing humor and heritage while honoring farmers, MTGA, and 4-H.
Content Pillars → Crave, Legacy, People, Moments, and Community—every post tied back to a pillar with purpose.
Formats & Mix → 60% reels, 20% high-quality graphics, 10% partner features, 10% community storytelling.
Boosting → Only 25% boosted; organic content carried most reach and engagement.
Optimization → Revised bio, tracked with Metricool across all platforms, and used strategic hashtags, humor, and trending audio.
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Digital Engagement Engine
We created clear digital touchpoints and simple systems to track performance, making it easy for customers to connect and for the team to measure results.
Analytics Dashboard → Used Metricool as a single hub to track Instagram, Facebook, TikTok, Twitter, Squarespace, and Google Business, simplifying reporting and providing real-time insights.
QR Codes → Placed on fliers, signage, registers, social posts, and big-screen TVs, linking directly to the menu and brand channels.
Autoplay Menu Boards → Branded digital screens displayed a clear, consistent menu with pricing alongside rotating Turkey To Go ads for added visibility.
Integrated Access → Digital entry points extended beyond the fairgrounds to community events like Saints games, ensuring every encounter tied back to the refreshed brand.
Consistent Experience → From booth to social to community, every touchpoint reinforced the identity and made information easy to find.
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Storytelling System
We used the StoryBrand framework to give Turkey To Go a clear, compelling narrative, then built repeatable content series to keep it alive across every channel. Messaging was bold and humorous in the right quantities, balanced with heritage and community pride.
Farmers & Partners → Spotlighted Minnesota turkey growers, the MTGA, and groups like 4-H, honoring the people and organizations behind the booth.
Legacy Moments → Shared Turkey To Go’s 67-year fair tradition, awards, and history at the Minnesota State Fair.
People Behind the Taste → Featured staff, crew, and vendors to humanize the brand and strengthen community connection.
Community Impact → Elevated donations to Hunger Solutions Minnesota and presence at local events like the Saints Game.
Daily Fair Energy → Captured real-time excitement from the fairgrounds, blending crave-worthy food with tradition and fun.
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Booth Experience Upgrade
We elevated Turkey To Go’s on-site presence to match its refreshed identity, creating a seamless and memorable fair experience.
Digital Menu Boards → Installed large branded screens with autoplay menus that displayed consistent pricing alongside rotating Turkey To Go ads, making choices easy and eye-catching.
Branded Apparel → Outfitted staff in cohesive T-shirts and hats tied to the new visual identity, reinforcing the brand and creating a professional look.
Signage & QR Codes → Added clear signage and scannable codes by registers and throughout the booth, directing customers instantly to the menu and online channels.
Nutrition Posters → Designed and displayed educational signage about turkey’s nutritional value, positioning the booth as not just crave-worthy but also a smart food choice.
Staff & Customer Energy → Built morale and hyped staff throughout the fair, while engaging customers when they stopped by for photos or reels—turning everyday moments into shareable brand touchpoints.
The Results