Traditional cooked meat brand Bernard Matthews is putting a new spin on its TV ads by getting viewers more involved.

It is sponsoring a new ITV daytime show, Mum's on Strike, and plans to roll out interactive TV ads on terrestrial channels later this year. The publicity should improve the firm's image after it fell foul of a newspaper report last week alleging that workers played rounders using turkeys as a ball.

The six-week reality show will feature two families coping without mum, while she is taken to a spa. Sponsorship credits will portray scenes of the brand helping dad with the cooking. Sponsorship is also on-line on a Bernard Matthews' microsite within the itv.com Mum's on Strike area.