Bernard Matthews enlists Spider Man to revive sales

LONDON - Bernard Matthews has tasked Spider Man with rejuvenating the beleaguered turkey brand after sales were hit by the bird flu scare earlier this year.

The Norfolk turkey brand has teamed up with Sony Films to run its biggest ever consumer promotion ahead of this summer's Spider Man 3 film.

The activity is the first in Bernard Matthews' ‘brand refresh' programme to rebuild consumer confidence in the brand. It is the first time Bernard Matthews has tied in with such a major licensed property.

Launching such a high profile partnership with a licensed character is a risky move for the meat manufacturer. It is the first food producer to use a popular cartoon since Ofcom published rules prohibiting firms from using licensed characters to promote HFSS products to pre-school or primary school children. These rules will prevent Bernard Matthews from scheduling any TV ads for HFSS products that feature Spider-Man in or around programmes aimed at the under 11s.

Bernard Matthews said it is aware of the regulations and will be abiding by the rules.

An on-pack promotion will begin at the beginning of April across 25m Deli and frozen Meal Centre meals offering consumers the chance to win family trips to New York, home cinema systems, Sony Ericsson mobile phones and six different mobile phone screensavers.

The on-pack promotion will be supported by a major TV, outdoor, sampling and PR campaign.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message