Bernard Matthews is going ahead with its Christmas ad campaign despite the latest outbreak of avian flu this week.

The campaign will be anchored around a £500,000 TV push for the Golden Norfolk Turkey backed by on-pack promotions and a £100,000 online blitz.

The ad, which breaks on 7 December and runs until Boxing Day, shows a Bernard Matthews turkey as the perfect centrepiece at Christmas, using the slogan 'Turkey for the big day'. The on-pack promotion starts on 29 November, featuring 350,000 editions of the Merry Little Book of Christmas Dinners and Bernard Matthews' Little Books of Inspiration, with tips on planning a stress-free Christmas.

Online activity includes a Christmas microsite and web ads on websites targeted at women aged 25-44.