Bernard Matthews is launching its first advertising campaign since the bird flu crisis earlier this year, in an attempt to win back sales. The campaign aims to encourage consumers to reappraise the poultry brand.
It is understood that the brand continues to be snubbed by at least half of its core customers.
The Turkey Today campaign, worth £2.5m, which has been created by newly appointed agency BLAC, will highlight different ways that consumers can eat turkey.
The first execution, called Enjoy It On A Monday, will break on August 1, and contains a week of meal suggestions. It uses the song Never on a Sunday from the 1960s film of the same name.
Bernard Matthews marketing director Matt Pullen says that the company wants to be “open and transparent” to win back consumers. He adds: “We want to bring back the warmth and personality of the brand, while making Bernard Matthews more contemporary and relevant to today’s busy lifestyles. The new campaign will not only do this, but we believe it will help to restore people’s trust.”
It will run across TV and radio, and highlight key messages about consumer reassurance, including “100% breast meat”, and “no artificial colours, flavours or preservatives”.
The radio ads use the style of weather and traffic reports to suggest lunch ideas and support messages about health and convenience.
The brand has also signed up Olympic swimmer Sharron Davies to front an integrated campaign. She will work with Bernard Matthews on a PR campaign and will appear in advertorial and on its website, where she will give hints and tips as an athlete and a mother of three.
She will also appear in a recipe book, The Little Book of Light Ideas, that will be given away on-pack. It will also include exercise tips.