UK turkey farmers have united to launch “Winner! Winner! Turkey Dinner!”, a Christmas campaign aimed at restoring the tradition of serving a whole turkey at the festive table.
The year 2026 marks 500 years since turkeys were first brought to Britain, prompting farmers across the UK to champion a return to the classic whole roast bird at Christmas.
Turkeys were introduced to England in 1526 by explorer William Strickland, who is said to have sold six birds for profit in Bristol. They later gained prominence in the Tudor court of King Henry VIII, where roast turkey became a dish fit for royalty, rarer and more exotic than even peacock. The bird’s place in festive tradition was further cemented in 1843 when Charles Dickens immortalised it in A Christmas Carol, with Scrooge buying a turkey for the Cratchit family.
Five centuries on, the “Winner! Winner! Turkey Dinner!” campaign aims to reinstate roast turkey as the centrepiece of Christmas dining.
The initiative brings together a collective of British producers, 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. Together, they plan to guide consumers through the benefits and simplicity of cooking a whole turkey.
Running up to 25 December, the campaign will address common concerns around cost, carving and preparation. It will highlight the value of buying a whole bird, offer step-by-step carving guides and demonstrations, and share cooking tips and leftover recipes from leading UK chefs, making the traditional Christmas turkey more accessible than ever.