Bernard Matthews unveils £3m rebrand

Bernard Matthews is returning to its roots as part of a £3 million complete rebrand in an effort to make it more relevant for today’s consumers. 

A new logo and branding has been brought to life through 360-degree video technology, with a specially created animation of the brand’s home – Witchingham Hall – which has already been viewed by the top grocery retailers via virtual reality, a world-first for the industry.

The change for the UK’s largest poultry brand will be implemented across the entire company, including its website, Facebook page, email marketing and category offering, which includes 100 turkey and chicken SKUs in frozen, fresh breaded and cooked meats ranges.

An on-pack colour categorisation system has been integrated in the design to enable easier range navigation between the different products and flavours. Fresh coated products will receive the biggest change, moving from clear plastic into full-colour sleeves with a window to see the products.

Rob Burnett, CEO at Bernard Matthews, said: “The branding is a completely new direction and new chapter in what has been an iconic story. The branding combines the best from the past, with the landmark Witchingham Hall, and a contemporary and fresh design that feels very British. However, it’s not simply about new packaging, this is about an integrated sales, marketing and NPD strategy which helps us resonate with modern families.”

The re-launch will also include TV sponsorship, PR activity, social media and website redesign. The new packaging will be introduced in three phases from September 2015 to early 2016.

Burnett added: “The brand now has an engaging and simple illustrative style, with a look that reflects our countryside roots in Norfolk and celebrates our award-winning green energy credentials.

“We believe that the brand’s unique story will be better told by bringing to life the world of Bernard Matthews. Characters from the illustrations will also be brought to life, allowing consumers to explore the world further.”

Want more stories like this in your inbox?

Sign up for our FREE email newsletter


User Login



Most read


Should the meat industry pay for compulsory abattoir CCTV monitoring?