Bernard Matthews introduce new logo and packaging in £1m re-brand
Poultry specialists Bernard Matthews have introduced a new logo following a £1m re-brand and marketing campaign.
Appearing in stores from 8 Aug the new look packaging will sport new-look labels and attempt to highlight the ‘Britishness’ of the cooked meat supplier as well as draw attention to the firms farming heritage.
The refresh dovetails with a series of new flavoured meats including Wafer Thin Turkey Curry and Hickory Smoked Turkey Breast Slices, which will be marketed on women’s magazines and websites.
This all forms part of a concerted effort to shirk the ‘Turkey Twizzler’ tag which was attached to the company in the wake of Jamie Oliver’s high profile school dinner’s campaign.
Outlining their customer research findings Charlie Douglas, Bernard Matthews brand marketing controller, said: “They are really interested in our farming heritage and the link to British farming. The key thing is we are refreshing our brand. We haven’t done anything for a long time, and we last re-launched in 2008.
“Mums are obviously really big for us because they are the ones buying our product and our core market. There are consumers who have lapsed and this is a way of trying to get them interested in the brand again.”
A series of press ads will launch in October in conjunction with outdoor, digital and in-store activity.