Bernard Matthews names commercial head

Bernard Matthews, the meat products brand, has appointed former Allied Bakeries commercial chief Bart Dalla Mura as commercial director. He took over the role last week.

The appointment comes as marketing director Andy Watts leaves to join cosmetics company Avon. It is unclear if Watts will be replaced. Dalla Mura will oversee marketing while a decision is made.

It is understood that the meat manufacturer is gearing up to reposition Bernard Matthews as a healthier brand. It is also thought that it will be looking to launch products lower in fat and salt, to support the changes.

Last year, Bernard Matthews’ Turkey Twizzlers bore the brunt of celebrity chef Jamie Oliver’s campaign to improve school dinners, and this is understood to have prompted the move to healthier products.

The company has already carried out a review of its £7m media planning and buying account ahead of its relaunch. It appointed Initiative in November following a competitive pitch. Bernard Matthews handles its creative in-house and is famed for its 1980s advertising, featuring the term "bootiful" for its turkey roast product.

Dalla Mura left Allied earlier this year after six years with the company. He has also worked at Spiller, now known as Nestlé, and Unilever.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here