The 'Active Britain' campaign encourages parents and kids to get outdoors together and stay active, the company said.
Running from June to September, the initial promotion offers 2,000 instant-win family breaks across 12 million packs of Bernard Matthews Cooked Meats and newly-relaunched fresh added-value lines.
Bernard Matthews said the theme would develop long-term, with further health and lifestyle-related campaigns under the Active Britain platform in the future.
Marketing director Matt Pullen said: "We've recognised changing consumer needs and made our products better for you by lowering levels of salt and saturated fat across many of them, and removing all artificial colours and flavourings.
"Not only have we made our products better for you, but they still taste great. Bernard Matthews' partnership with Haven underlines our commitment to promoting a healthy, balanced and active lifestyle, as well as emphasising our strong British roots."
Each Active Britain promotional pack carries a unique code that consumers enter into a bespoke Bernard Matthews micro-site, www.active-britain.com, which tells them instantly whether or not they have won a £500 family break.