Bernard Matthews to spend £1m on consumer drive

Bernard Matthews is launching a £1m consumer-facing campaign in a bid to get more people using turkey in recipes at home.

As part of the investment, the turkey producer will be revamping its brand and refreshing packaging, while it will also drop the ‘Farms’ element from current marketing and will push farmgate imagery on packs.

A new and “more modern” logo will be used alongside some new provenance and quality enforcing designs, which will also promote the company’s heritage.

Commercial director for Bernard Matthews Deborah Ewan said the refresh would give the brand a “distinctive new look” and a point of difference on supermarket shelves.

She said: “It also reinforces our farming heritage and product provenance, something customers have continually told us is important to them. It is also essential that we support and create awareness of the new branding, and so we are delighted to be running a £1m campaign to showcase this new look and the launch of exciting new products.”

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