We always get Butterball turkeys. We don’t have much choice when it comes to local stores, and any time we have tried a store brand instead of Butterball we have been disappointed in the results. Our choices are further reduced by the need for a large bird (this year is 24 pounds). I do think a lot of it comes down to how you prepare the bird, as some methods seem to produce a juicer, more flavorful bird than others.
Target had the best price on Butterball ($.99 per pound, same as last year) so that is where I bought it. Store brand turkeys were running between $.69 - $.79 per pound, so not enough of a savings to take a risk.