Bernard Matthews launches £5m ‘Bootiful’ revival

Norfolk-based turkey producer Bernard Matthews is to invest £5m in support of its range of brands this year.

The famous ‘Bootiful’ slogan associated with the brand is also being revived, with TV ads launching this month.

Matt Pullen, marketing director, Bernard Matthews Farms, said: "Our mission, as the turkey people, is to provide families with great-tasting, 100% British turkey products, at affordable prices.

“The revival of this much-loved advertising slogan not only taps into the current trend for nostalgia, but also reminds consumers that the values that have always made us great remain at the heart of our business.”

The ad will run for four weeks during prime-time family TV, communicating the fact that more than half of British families choose turkey from Bernard Matthews Farms every year.

In the ad, a young boy is seen tucking into Golden Drummers, before leading a crowd in a celebratory chorus of Joe Cocker hit ‘You Are So Beautiful’.

The spend will also go towards new PR activity, a relaunched corporate and consumer website, a partnership with a leading mums’ website and experiential activity.

The overall aim of the campaign is to make turkey a year-round choice, not just something to be eaten at Christmas, communicating notions that turkey meat is healthy, versatile and offers value for money, supported by new ambassador Marco Pierre White.

The Bernard Matthews Farms range includes sliced cooked meats, frozen and fresh breaded products and fresh and frozen oven-ready turkeys and joints. Further activity is planned for late 2010.

>> Bernard Matthews signs up Marco Pierre White for new campaign

>> Bernard Matthews considers further job cuts

>> Bernard Matthews expands