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.