Turkey farmers are set to feature in Bernard Matthews’ new TV ads as part of its £3m advertising campaign this autumn.

Under the message “Proud to Work at Bernard Matthews Farms,” the campaign aims to communicate the company’s farming heritage and dispel commonly held myths surrounding the brand.

The ads feature people who work for Bernard Matthews Farms, from farming to production, and aim to raise awareness of the company’s new identity and highlight key product launches.

Kicking off on 22 September, the first stage of the three-phase campaign uses 48 sheet posters and full and half page colour ads in the national press to target opinion formers with Bernard Matthews Farms’ corporate messages and reassure consumers of its 100% British sourcing policy.

Bernard Matthews poster

Bernard Matthews Farms marketing director, Matt Pullen said: “Our ‘Pride’ campaign is all about communicating our new identity, our rural roots and our new product ranges. Most importantly, though, it’s about reassuring people about the company. We have a tradition of using real people in our advertising and it feels right to do so again.

“Some of our people have been with us for over 30 years and all who star in the ads volunteered for the job. They’re genuinely proud to work for the company and they can put our message across with sincerity and in the right tone.”

The second phase of the campaign launches on 6 October in women’s press, colour supplements and TV listings magazines and sees the focus shift to its products, including the Golden Norfolk Turkey brand of cooked meats.

The October phase also includes a revisit to the national press with the insertion of a corporate booklet in selected editions of the broadsheets. Called “Five Reasons to be Proud to Work at Bernard Matthews,” it covers the company’s business from farm to fork, educating on and addressing issues such as animal welfare.

Phase three will launch at the beginning of November with a national TV campaign featuring Big Green Tick, the company’s recently launched better-for-you frozen range.