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Bernard Matthews: ‘Bootiful’ is back

19 April
14:53 2010

Bernard Matthews Farms is investing a massive £5 million in a major new marketing campaign. This will see the return of one of the most famous advertising slogans in UK advertising history – “Bootiful!”.

With TV breaking on 17 April, the new ad will drive awareness of Britain’s favourite turkey, and ultimately is part of a wider campaign that aims to drive consumption of turkey in the UK.

Created by agency Isobel, the ad will run for an initial four week burst during prime-time family TV, and focuses on the popularity of Bernard Matthews Farms, communicating that “more than half the families in Britain choose turkey from Bernard Matthews Farms every year”.

In the ad a young boy is seen tucking into the family-favourite, Golden Drummers, before leading a crowd in a celebratory chorus of “You Are So Beautiful”, the hit made famous by Joe Cocker – with a Bernard Matthews twist!

Matt Pullen, Marketing Director at Bernard Matthews Farms, comments, ” ‘Bootiful’ has been synonymous with the brand’s success since it was featured in the first Bernard Matthews ad over 30 years ago and so we are really excited to be bringing back this memorable slogan in a modern and fun way that is also just a little bit tongue-in cheek.

“We hope it will bring a smile to people’s faces, whether they are hearing it for the first time or whether it brings back fond memories from their childhood.”

“Our mission as the turkey people, is to provide families with great tasting, 100% British turkey products, at affordable prices. The revival of this much-loved advertising slogan not only taps into the current trend for nostalgia, but also reminds consumers that the values that have always made us great remain at the heart of our business.

“This upbeat, feel-good, confident ad perfectly captures the essence of the brand. ‘Bootiful’ is back and so is Bernard Matthews.”
This new ad is only just the start of a much broader campaign that will include new PR activity, a relaunched corporate and consumer website, a partnership with a leading mums’ website and experiential activity.

The integrated campaign will aim to communicate that turkey meat is not only a healthy choice but is versatile, tastes great and is good value for money. With support from our new Ambassador Chef, Marco Pierre White, turkey is set to become the meat of choice all year round not just at Christmas.

The Bernard Matthews Farms range includes sliced cooked meats, frozen and fresh breaded products, plus a selection of fresh and frozen traditional oven-ready turkeys and joints. Further innovation is planned for late 2010.

Source: Bernard Matthews

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