The Norfolk-based producer will be advertising in a wide range of national tabloid newspapers from December 18 to promote its Golden Norfolk Turkey.
The advertising campaign will focus on the self-basting property of the bird which helps deliver a consistent product.
All of the birds are produced on East Anglian farms.
Bernard Matthews is hoping the move will boost its share of the Christmas market, which currently still accounts for around 55% of whole bird sales for the whole year.
At the moment, it claims its Golden Norfolk Turkey is the biggest selling frozen bird, with sales more than twice that of its nearest rival.
Marketing director Andy Watts said: “We need to remind consumers that the brand they trust throughout the year is the answer for a perfect Christmas dinner, and by choosing a GNT they will have a ‘bootiful’ Christmas meal.
“As the brand that made turkey famous and still the largest turkey supplier in the UK, with over 47% of all turkey sales, it is important that we underline our commitment to the category and focus on whole bird sales at this time.”
However, the producers are not ignoring the rest of the year either, he added: “Our plans for 2004 underline our innovative positioning and I’m sure will lead to even greater Bernard Matthews turkey products throughout the year.”