Turkey company Bernard Matthews has appointed Isobel to handle its £2.5m advertising account. The agency won the business following a competitive pitch against Publicis.
The review was handled by Agency Insight and it is believed the Norfolk-based poultry brand is looking to launch a new campaign in autumn. The appointment follows a campaign created by the then incumbent, Blac, last year as part of its bid to win back customers following the bird flu crisis in early 2007.
The ads highlighted the different ways that consumers could eat turkey, with various suggestions on how it could be incorporated into different meals (MW July 19, 2007).
It also launched a campaign in the run up to Christmas aimed at reinforcing the message that turkey is an integral part of the festive season. It was supported by online and an on-pack promotion.
Bernard Matthews has had a difficult 2007, with sales slumping following a bird flu outbreak at one of its Norfolk farms in February, as well as allegations made by health campaigners over animal cruelty. Celebrity chef Jamie Oliver made a spirited attack of its Turkey Twizzler range during his TV series Jamie’s School Dinners and Jamie’s Fowl Dinners.