FDBusiness.com

Bernard Matthews Unveils Complete Rebrand

 Breaking News
  • Younger British Consumers Turn Over a New Leaf on Tea New research from Mintel reveals that as many as 37% of British consumers aged 25-34 have drunk 5-6 different types of tea at home or in the workplace over the past month*, compared to just 3% of those aged 55+. Furthermore, Brits aged 25-34 are the most likely to drink every variety of tea tracked by [...]...
  • Irish Consumer Confidence Hits New High Consumer confidence in Ireland has hit its highest level since the recession and is now the fourth most confident country in Europe, according to the latest Nielsen Global Survey of Consumer Confidence and Spending Intentions. The Republic of Ireland’s Consumer Confidence Index score – which measures attitudes each quarter on topics including personal finances and job prospects [...]...
  • Fifth Acquisition For Frutarom in 2017 Frutarom Industries, one of the world’s 10 largest companies in the field of flavours and natural specialty fine ingredients, continues its momentum of acquisitions and the implementation of its rapid and profitable growth strategy by agreeing to purchase of 100% of the shares of the UK company Flavours and Essences (UK) Ltd (F&E) for approximately [...]...
  • Market-leading Food Contact Conference, Plastics & Paper in Contact with Food – 4-7 December, Berlin Over 200 experts from across the food contact industry will come together in Berlin, Germany from 4–7 December 2017 to attend Smithers Pira’s Plastics & Paper in Contact with Foodstuffs (P&P) –http://www.food-contact.com/plastics-paper. With the European Commission having recently published EU regulation 752/2017 amending EU Regulation 10/2011 on plastic materials and articles intended for food contact, all [...]...
  • Croxsons’ Stunning Black Bottle For 6 O’Clock Gin’s Limited Edition Debut Leading glass packaging company Croxsons has supplied Bristol based distiller, 6 O’Clock Gin, with a stunning black bottle for their first limited edition gin product – the Brunel Edition. Since Bramley & Gage’s partnership with Croxsons for the re-launch of their 6 O’Clock gin, the Brunel Edition is the first limited edition gin for 6 O’Clock [...]...
  • Carlsberg Group Remains on Course Carlsberg Group has announced organic and reported net revenue growth of 2% to DKr31.77 billion (€4.27 billion) for the first half of 2017 although group beer volumes fell organically by 3%, chiefly due to a decline in Russia. Operating profit was up 15% organically, with all three regions – Western Europe, Eastern Europe and Asia [...]...

Bernard Matthews Unveils Complete Rebrand

Bernard Matthews Unveils Complete Rebrand
August 27
09:41 2015

Bernard Matthews, the largest turkey producer in the UK, has announced a £3 million complete rebrand to return its iconic brand to its famous roots and make it more relevant for today’s consumers. The new logo and branding has been brought to life through state-of-the-art 360 degree video technology, with a specially created animation of the brand’s home – Witchingham Hall – which has already been viewed by the top grocery retailers via virtual reality, a world-first for the industry.

The complete branding change for the UK’s largest poultry brand will be implemented across the entire company, including its website, Facebook page, email marketing and category offering, which includes 100 turkey and chicken SKUs in frozen, fresh breaded and cooked meats ranges.

Headquartered near Norwich in Norfolk, Bernard Matthews employs approximately 2000 people across East Anglia. It is a totally integrated food business, allowing for full traceability across its 56 farms, which rear nearly 7 million turkeys per annum. Through its farming and production business the company supplies nearly half the homes in the UK with tasty, versatile and affordable turkey and chicken meal time solutions.

Rob Burnett (pictured), chief executive of Bernard Matthews, comments: “The response from retailers and consumer focus groups has been overwhelmingly positive. We are delighted with that and proud to be revealing a completely new look that is based on what makes Bernard Matthews different and great.”

He continues: “The branding is a completely new direction and new chapter in what has been an iconic story. The branding combines the best from the past, with the landmark Witchingham Hall, and a contemporary and fresh design that feels very British. However, it’s not simply about new packaging, this is about an integrated sales, marketing and NPD strategy which helps us resonate with modern families.”

Bernard Matthews’ brand re-launch will also include TV sponsorship, PR activity, social media and website redesign. The new packaging will be introduced in three phases from September 2015 to early 2016.

Rob Burnett adds: “The brand now has an engaging and simple illustrative style, with a look that reflects our countryside roots in Norfolk and celebrates our award-winning green energy credentials. We believe that the brand’s unique story will be better told by bringing to life the world of Bernard Matthews. Characters from the illustrations will also be brought to life allowing consumers to explore the world further.”

An on-pack colour categorisation system has been integrated in the design to enable easier range navigation between the different products and flavours. Fresh coated products will receive the biggest change, moving from clear plastic into full colour sleeves with a window to see the products.

The company, which is based at Great Witchingham in Norfolk, was established in the 1950s with the vision to make good quality turkey available and affordable. The brand saw huge success between the 1960s to the 1980s with faced-paced innovation and a large, loyal customer base.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • September 11, 2017drinktec
  • September 13, 2017FI Asia
  • September 19, 2017PROCESS EXPO 2017
  • September 22, 2017Global Summit on Food & Beverages
AEC v1.0.4

The Magazine

F&D Business Preferred Suppliers

Advertisements