Bernard Matthews plots ‘chef’ products
LONDON - Bernard Matthews Farms, the turkey products brand, plans to build on its relationship with celebrity chef Marco Pierre White by launching a line of co-branded products. The range, which will hit supermarket shelves later this year, is expected to include turkey patés and ready meals. Bernard Matthews’ marketing director, Matthew Pullen, said: ‘This is about bringing new products into new categories. We are not taking the brand premium, but this will give our line-up a jolt. It will be everyday affordable food.’ Pullen added that details of the range had yet to be finalised. Bernard Matthews’ deal with White is worth six figures and includes the Hell’s Kitchen star fronting a PR offensive for the turkey brand. ‘The key thing is to go into categories with which turkey has a role to play,’ said Pullen. ‘We are working extremely hard with Marco. This is not a short relationship - it is a four-year contract, with potential to go further.’ The range will be supported by a TV ad campaign. White is already the face of Knorr Stock products, which he says he has used in his restaurant kitchens for the past 30 years, describing them as his ‘secret ingredient’.
Source: marketingmagazine.co.uk
Bernard Matthews plots ‘chef’ products
LONDON - Bernard Matthews Farms, the turkey products brand, plans to build on its relationship with celebrity chef Marco Pierre White by launching a line of co-branded products. The range, which will hit supermarket shelves later this year, is expected to include turkey patés and ready meals. Bernard Matthews’ marketing director, Matthew Pullen, said: ‘This is about bringing new products into new categories. We are not taking the brand premium, but this will give our line-up a jolt. It will be everyday affordable food.’ Pullen added that details of the range had yet to be finalised. Bernard Matthews’ deal with White is worth six figures and includes the Hell’s Kitchen star fronting a PR offensive for the turkey brand. ‘The key thing is to go into categories with which turkey has a role to play,’ said Pullen. ‘We are working extremely hard with Marco. This is not a short relationship - it is a four-year contract, with potential to go further.’ The range will be supported by a TV ad campaign. White is already the face of Knorr Stock products, which he says he has used in his restaurant kitchens for the past 30 years, describing them as his ‘secret ingredient’.
Source: marketingmagazine.co.uk
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