Bernard Matthews Farms has started a £3m TV advertising campaign, starring renowned chef Marco Pierre White, to encourage a reappraisal of fresh British turkey and drive sales.
The advert, which runs for four weeks, is part of a £10m marketing campaign by Bernard Matthews Farms, which includes national sampling, online advertising, PR and in-store activation.
Entitled “Marco Meets”, the advert sees Marco Pierre White enjoying a turkey meal with former Eastenders star and Spandau Ballet bassist, Martin Kemp. The converstaion includes an explanation that turkey is a great all-year-round meat, that is never dry if cooked properly.
The advert is the first communication that the company has used to support generic turkey above the line, representing a significant milestone in the company’s commitment to double turkey consumption by 2020.
“By getting the public to reappraise turkey, we can grow the market as a whole. As the largest turkey farmer in the UK, Bernard Matthews Farms will be poised to meet this demand,” said marketing controller Raj Sahota.
Bernard Matthews Farms turkey is Quality British Turkey and Assured Food Standards (Red Tractor) certified and the company’s farming practices are in line with the Farm Animal Welfare Councils’ Five Freedoms.