Nostalgic golden moments are the main theme of new TV ads for Bernard Matthews Golden Drummers breaking next week.
The creative harks back to a previous campaign that featured a cub scout returning from camp to his mum. Uncommunicative at first, he was prompted to tell her it was great to be home only when he'd had Drummers for tea. The original mum stars in the new version, looking back at that occasion and encouraging viewers to share their own golden moments via a website to win a holiday to Australia.
Activity includes an on-pack offer to claim a mug or mouse mat, in-store sampling and radio competitions.