Bernard Matthews is returning to its roots as part of a radical £3m brand overhaul which includes the return of the famous ‘Turkey Hall’ to its logo.
The turkey giant’s CEO, Rob Burnett, said the rebranding - which will be introduced in three phases between September and early 2016 - would be rolled out across the entire company, and paid homage to the Norfolk stately home Witchingham Hall - the company HQ once used as a farm by founder Bernard Matthews.
“The branding is a completely new direction and a new chapter in what has been an iconic story,” said Burnett, adding it combined the best of the past with a contemporary design that felt “very British”.
The company’s previous two rebrands had led to a “loss of heritage”, he added, and compared Bernard Matthews’ association with the hall with Cadbury’s and the colour purple. “This exercise has been about getting the brand back to a place where it should be, but it’s not simply about new packaging; this is about an integrated sales, marketing and NPD strategy that helps us resonate with modern families,” he said.
The relaunch will also include PR activity, social media and a website redesign, in addition to a six-month sponsorship of Channel 4’s The Simpsons starting on 1 October.
“The response from retailers and consumer focus groups has been overwhelmingly positive,” Burnett said. “We are delighted with that and proud to be revealing a completely new look.”
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