Bernard Matthews signs Sharron Davies in ad blitz

TurkeyBernard 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.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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