Client: Bernard Matthews
Bernard Matthews has launched a £½ million spend on national TV to promote its Golden Norfolk Turkey line. It’s being supported by on-pack incentives and £100k online activity.
Running until Boxing Day, the ad aims to position Bernard Matthews Golden Norfolk Turkey as the perfect Christmas centrepiece, supported with the message that it is the ‘Turkey for the Big Day’.
The soundtrack lyrics demonstrate the versatility of turkey over the festive season and the British origins of the Golden Norfolk Turkey range.
The seasonal marketing plan also includes an on-pack promotion featuring 350,000 copies of the ‘Merry Little Book of Christmas Dinners’.
This contains tips for planning a stress-free Christmas dinner, and defrosting, cooking and serving the perfect Christmas turkey.
The company has also spent £100k on web activity which includes Christmas pages on the brand website, and web advertising through placement of banners and skyscrapers on selected popular sites targeted at women aged between 25 and 44.
Bernard Matthews Marketing Director, Matt Pullen, said, “Turkey is at the core of the Bernard Matthews brand – we’ve been at the heart of the Christmas dinner for the last 50 years - so it’s essential for us to put major support behind our British hero, the Golden Norfolk Turkey and to highlight our turkey know-how during the festive season.
“We want our consumers to be reminded that ‘Christmas isn’t Christmas without a Bernard Matthews turkey’.”