Bernard Matthews has joined forces with Spider-Man to push its 'super meat' credentials in a new TV campaign. The ad, which supports the 'Superfood for Superheroes' on-pack promotion, hits screens next week in advance of next month's opening of the Spider-Man 3 movie. The 10-second commercial shows Spider-Man swinging across the Manhattan skyline and carries the strapline 'get your superheroes ready for action'. A voiceover details prizes of family trips to New York that can be won in the on-pack push, which runs across core cooked meat and frozen products this month and in May. "The tie-in with Spider-Man underlines Turkey's 'supermeat' credentials," said marketing director Matt Pullen. "Spider-Man has huge appeal and will guarantee major awareness of our promotion."