The activity will support the turkey producer's recently launched PR and digital campaign, handled by PR agency Clarion Communications, encouraging consumers to swap the meat in their favourite recipes for turkey.
Also participating in the 'Change your meat, not your menu' campaign and the Mumsnet activity, are nutritionist Dr Carrie Ruxton and Olympic gold medal-winning cyclist Rebecca Romero.
The campaign includes advertorials in slimming magazines Top Sante and Zest, and food magazines Delicious, Olive and Good Housekeeping as well as a dedicated website, ChangeYourMeatNotYourMenu.co.uk.
It provides reasons for consumers to swap turkey for another meat in their favourite dish, and offers recipe ideas, as well as a saturated fat calculator. This shows how consuming different meats changes people's intake of saturated fat.
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The brand has been engaged in reputation repair work for some time on after being hit by two PR setbacks in recent years.
In 2005, TV chef Jamie Oliver campaigned to get its Turkey Twizzlers snack banned from school meals because of the amount of fat they contained, and, in 2007, there was an avian flu outbreak at its Suffolk farm.
Engaging with the often-critical Mumsnet community is likely to reveal how successful its rehabilitation programme has been.
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