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Can this turkey be turned around?

Posted in Marketing, Design, Branwell Johnson, Latest reporters' blogs July 29th, 2008 by Branwell Johnson

One of the biggest turnaround branding jobs in the history of marketing is underway –  no, not the effort to make Gordon Brown electable - the attempt to make Bernard Matthews “bootiful” again.

Except that particular catchphrase and the company founder will not be featuring in the repositioning and marketing. Instead there’s new packaging from Springetts that attempts to connect the products with a healthy, fresh, rural farming context and a new ad campaign on the way from Isobel. The company is being renamed Bernard Matthews Farms as well.

The company’s revenues have plummeted following the negative publicity surrounding Turkey Twizzlers (I bet Jamie Oliver’s face adorns many a dartboard in BM HQ) and then the association with various bird flu scares last year. Its brand reputation is more tattered than the Texan’s flag at the Alamo.

But while signing up with the client might appear a poison chalice for those agencies involved there’s a get out clause. If the agencies can help restore former fortunes then they reap the glory. If Bernard Matthews cannot be revived then they can just claim it was a basket case beyond redemption.

And don’t discount the appeal of value brands now the economic downturn is well and truly upon us. Filling kids’ lunchboxes or fixing a Sunday dinner isn’t cheap so maybe Bernard Matthews may bounce back yet. Anyone taking bets?

To read the related news story click here