This winter's British Turkey campaign will present the meat as a good value and versatile product for cash-strapped shoppers.

A selection of freshly cooked turkey meat will be delivered to TV and radio presenters on 1 December to show consumers what can be done with Christmas lunch leftovers.

A survey will identify the nation's favourite Christmas Day meal including starter, pudding and drinks while a 24-hour text service will give information on cooking times and hints for shoppers in the turkey aisle.

Meanwhile, Bernard Matthews has added to its festive line-up turkey ballotine with apricot & date stuffing; turkey roulade with sage, roast onion & apple seasoning; and herb-basted turkey crown. It is also running a consumer PR campaign in women's magazines and is launching a Christmas website with downloadable cooking tips and recipes.