A golden moment for 21 year old Drummers

Turkey specialist Bernard Matthews is set to mark the 21st birthday of its popular Golden Drummers range with a £1m marketing investment.

The company is launching an integrated three month marketing campaign, featuring television ads, on-pack promotion, website activity, sampling and PR, under the banner of "share your Golden Moments with Bernard Matthews".

The company is aiming for a nostalgic feel for the brand, with the adverts, which air on ITV1 GMTV, C4 and C5 as well as satellite channels from October 4, featuring the original mum from the company's memorable 1989 "coming home" advert.

The advert will push consumers towards a new website, www.shareyourgoldenmoments.com, which invites them to upload their personal "golden moment" with either photographs or stories. The website will also offer a weekly opportunity to win a camcorder, while a grand prize of a trip to Australia's Gold Coast is also up for grabs.

On-pack promotions will also encourage people to the website and also offer the chance to collect promotional material such as mugs and computer mouse mats.

Bart Dalla Mura, Bernard Matthews commercial director, said: "Golden Drummers is the original frozen breaded turkey product and a must stock brand. Its popularity now is as strong as it was in 1985 and there's an army of Drummers fans out there."

He claimed the brand had the highest awareness, greatest penetration and more goodwill than any other frozen breaded product in the market. "Our consumers tell us there is no substitute for Drummers and our October TV campaign will leverage this loyalty and nostalgia for the brand."

The Golden Drummers brand is worth around £12m at retail according to Bernard Matthews, and sells around nine million packs a year.

The company recently launched a new variant of the product, Mini Golden Drummers, which is aimed at families with younger children, Dalla Mura added.