Bernard Matthews Overhauls Media Strategy to Get Closer to Consumers

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Next week sees the launch of a new integrated campaign from Bernard Matthews - the first major activity since appointing Initiative as its new media agency, last November.

Bernard Matthews is the UK’s eighth largest grocery brand and market leader in the cooked meats sector. It aims to increase frequency of purchase and type of usage occasions, with a multi-media campaign designed to prompt consumer interaction and strengthen affinity with the brand.

2006 will see £7m spent across the year – much of it on media firsts. Breaking with FMCG tradition, Bernard Matthews is moving money from linear TV spot advertising into interactive TV, sponsorship, online and creative magazine formats. All creative includes competitions, leisure giveaways, cooking ideas, and inspiration for family activities across the summer. All media is planned and bought by Initiative with creative in-house.

The interactive TV element of the campaign, which starts in July, is based on learnings from Bernard Matthews first-ever interactive TV test, which ran across Sky and IDS channels in March. The campaign used a mini DAL to communicate cooking ideas and gave away a free Bernard Matthews recipe book.

Commenting on the new approach Matt Pullen, Marketing General Manager for Bernard Matthews, says, “We have great brand heritage and loyal purchasers – but our consumers’ lifestyles have changed. Our new media strategy reflects this and meets their increasing demand for interaction with, and inspiration from, a favourite brand.”

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Becky Wheeler
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