But when it comes to true poultry pros, few brands have stood ready to help longer than Butterball, whose Turkey Talk-Line started as six women answering the phones in 1981 and has since blossomed into a veritable turkey nerve center staffed by over 50 experts who must graduate from Butterball University before the brand deems them qualified to help the public. In addition to the toll-free number (1-800-BUTTERBALL), talk line staff also respond through text, live chat, and social channels.

Michael Maddox, who’s manned the talk line for the last 12 years, told ADWEEK that while millennial and Gen-Z cooks tend to opt for digital communication, “other age groups enjoy talking live on the phone.” A good many are looking for “emotional support” along with the cooking tips.

Maddox related that the most common fears he allays concern roasting methods and what to do with leftovers, though it seems like cooks get the jitters well before that stage.

“Our most common question is when and how to thaw your turkey,” he said.