East Anglia/Halesworth: Mothers are key to Bernard Matthews’ £1m re-branding

Charlie Douglas (Brand Marketing Controller, Bernard Matthews Farms) holding the new packaging with

Charlie Douglas (Brand Marketing Controller, Bernard Matthews Farms) holding the new packaging with logo - Credit: Archant

Turkey giant Bernard Matthews is to spend £1m on a new brand relaunch in a bid to win mums and kids over to its range of cooked meat, frozen and breaded poultry products.

The new look labels and packaging for the firm, which has its headquarters in Norfolk and a large factory in Holton, near Halesworth, will start to appear in store from August 8, while a marketing campaign will also focus heavily on women’s magazines and websites.

The new packaging also aims to stress the “Britishness” of its products and emphasise the company’s farming heritage.

And it is also launching new flavours to its cooked meat lines starting with Wafer Thin Turkey Curry and Hickory Smoked Turkey Breast Slices.

With the firm rocked by celebrity chef Jamie Oliver’s campaign against its Turkey Twizzlers, it has long sought to stress the health side of its products and had previously signed up celebrity chef Marco Pierre White to stress the benefits of cooking fresh turkey.


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But Charlie Douglas, brand marketing controller, dismissed the idea that the firm was still suffering from the after taste of the Turkey Twizzlers campaign, and added that the redesign was the first since 2008.

She said the firm had gathered feedback from focus groups to find out what consumers were interested in, while the new packaging also includes serving suggestion pictures

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“They are really interested in our farming heritage and the link to British farming,” she said. “The key thing is we are refreshing our brand. We haven’t done anything for a long time, and we last relaunched 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.”

The first press ads will kick off in October, supported by outdoor, digital and in-store activity.

And the new packaging will also include the government’s new traffic light labelling system to help people make healthier choices.

Deborah Ewan, Bernard Matthews Commercial Director, said: “Our new brand refresh gives the brand a distinctive new look, excellent stand out on shelf and a real point of difference.

“It also reinforces our farming heritage and product provenance, something that customers have continually told us is important to them.”

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