Bernard Matthews to refresh its brand

Turkey giant Bernard Matthews is to refresh its brand in time for Christmas, announcing a major relaunch to coincide with retailers’ “back to school” season.

The firm said that the new branding is more “food focused”, and will be backed by a £1m marketing campaign across national press, outdoor, online and in-stores.

The revamp will include a new logo and packaging, which has “been developed to reinforce the brand’s provenance and quality”.

Deborah Ewan, Bernard Matthews commercial director, said: “Our new brand refresh gives the brand a distinctive new look, excellent standout 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.”

The firm recently saw a raft of management figures leave, prompting David Joll – who led the business from 1987-2005 – to return from retirement as executive chairman.

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