Bernard Matthews had issues to deal with, having been hit by some seriously bad news. In 2005, the Bernard Matthews Turkey Twizzler was held up by Jamie Oliver on Jamie's School Dinners as an example of everything that was wrong with kids' food. In February 2007, a Bernard Matthews Farm was hit by the UK's biggest outbreak of Avian flu and the coverage revealed that some Bernard Matthews products were sourced from outside the UK, hitting brand trust. The challenge was to rebuild trust amongst consumers and a TV campaign was considered the best medium to achieve this. Find out more...

The challenge was to rebuild trust. The first step was to make the commitment to use only 100% British turkey in its products. Then came the new brand positioning of "Simple Norfolk Goodness", and an updated brand name in "Bernard Matthews Farms" which highlighted the company's pride in its farms and the British origin of its turkeys. Out went products that did not fit the brand's new positioning and in came new, higher quality products including free range. New, fresher packaging communicated to shoppers the changes the brand was making.