Bernard Matthews signs up Marco Pierre White for new campaign

The company is attempting to shift consumers away from the Christmas focus of turkey, and will also use Pierre White to devise a new range of turkey products.

“Turkey is the nation’s favourite roast on the most important family day of the year, so why not all year round?” asked Pierre White.

“Turkey has more flavour, more texture than chicken, but for many the only association with turkey is Christmas or Easter, which is down to tradition and nostalgia.”

Bernard Matthews managing director Jeff Halliwell, added: “This collaboration is part of our plan to grow the business for the future.

“We are investing in many new initiatives and innovative products that will help drive turkey consumption in the UK, which is only half that of countries like France or Italy, where turkey is a staple protein and an integral part of everyday diets.”

>> Bernard Matthews considers further job cuts

>> Bernard Matthews expands

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