‘Bootiful’ to go in Bernard Matthews ad strategy rejig

Food company Bernard Matthews is launching a major integrated campaign as part of a strategy to position it as a family-oriented brand.

The campaign, which starts next week, aims to move Bernard Matthews away from its traditional “bootiful” advertising by using new media instead of traditional television advertising. It will use interactive TV, sponsorship, online and magazines. It is the brand’s first major campaign since it appointed Initiative to handle its &£7m media account last November.

The creative work, which has been developed in house, will include recipes, competitions, and ideas for family days out and leisure activities for the summer as a way of positioning the Bernard Matthews brand at the heart of family life.

The interactive TV element, which will break in July, will use the “mini-DAL” screen, which is a split screen with moving images and sound, to show recipes and give away a free Bernard Matthews recipe book.

The aim of the campaign is to encourage consumers to see Bernard Matthews as more than a turkey brand and encourage more frequent use.

Bernard Matthews marketing general manager Matt Pullen says/ “We have great brand heritage and loyal purchases, but our consumers’ lifestyles have changed. Our new media strategy reflects this and meets their increasing demand for interaction with a favourite brand.”