Agency: BLACClient: Bernard Matthews
Bernard Matthews is set to deliver a high profile marketing campaign for its Cooked Meat range with the launch of new TV and radio ads from August 1, as part of a £2 million campaign. The brand has also joined up with, Olympic swimmer Sharron Davies, to front the ‘Turkey for Today’ campaign which has been created by BLAC and is being supported through integrated PR, sales promotion and website activity.
Bernard Matthews Marketing Director, Matt Pullenm, said “We want to bring back the warmth and personality of the brand whilst 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 also help to restore people’s trust.”
The 30” TV ad, which runs throughout August and October, highlights the nutritional, low fat attributes of turkey, along with its versatility and convenience as an ideal meat for everyday eating occasions - from brunch, to lunch, to supper - for every lifestyle.The soundtrack is a reworking of ‘Never on a Sunday’ from the famous sixties film of the same title.
National radio advertising will underpin the TV activity and drive frequency, with two executions on-air from mid-August to mid-October. The executions take the style of weather and traffic reports and both support the key messages of versatility, convenience and health benefits of Bernard Matthews products.
Dovetailing with the advertising will be Bernard Matthews Little Books of Inspiration, launching in mid-August with an on-pack promotion across special edition packs of Bernard Matthews Turkey Breast Slices.Over one million copies of ‘The Little Book of Light Ideas’ will be attached to pack, featuring recipes, as well as healthy eating and exercise tips from Sharron Davies.
A national turkey recipe competition will be run through booklets and the website, giving consumers the opportunity to see their own turkey recipe appear in a special edition ‘Little Book of Your Ideas’ later in the year.
Bernard Matthews has also recruited respected nutritionist, Carrie Ruxton, to be the authoritative and expert carrier of healthy eating messages, extolling the virtues of turkey as a ‘must have’ everyday meat.