Bernard Matthews Farms has launched a marketing campaign on its cooked meat range with a new competition giving consumers the chance to win £5000 towards their grocery shopping.

Launched this week and running for one month, the “Win £5000 Towards Your Groceries” promotion is to feature on about 3.6m of the firm’s recently relaunched “Deli” lines, including its top selling Wafer Thin Turkey Ham and products from the new Golden Norfolk Turkey cooked meats range.

Bernard Matthews Farms marketing director, Matt Pullen, said: “This is a really timely and motivating promotion. Household budgets are tight at this time of year and health issues also tend to be top of the mind just after Christmas. Our Deli range offers affordable, low-fat, nutritious yet tasty products for all meals.

“This promotion is key to our strategy to draw lapsed consumers back to the brand. We’re also aiming to boost the frequency of purchases and drive traffic to the Bernard Matthews Farms website,” he added.

Each promotional pack carries a unique code that consumers enter into a bespoke Bernard Matthews micro-site, which tells them instantly whether or not they have won. Winners simply send in the pack label with the winning code to claim their £5000 prize, which will cover a year’s groceries based on an average weekly spend of £100.