Bernard Matthews is overhauling its image with the help of packaging design consultancy Springetts, in the hope of recapturing its lost agricultural heritage.
Signifying a wholesome return to ‘farm to fork’, the company is being renamed Bernard Matthews Farms, with a fresh new identity to be rolled out across all packaging, farms and its delivery fleet.
Springetts managing director Andy Black says the use of simple farming imagery, such as a turkey weathervane and a country meadow, reinforces Bernard Matthews’ return to ‘freshness’ and ‘natural goodness’.
The dramatic rebrand has been spurred by nearly £10m losses last year following the Turkey Twizzler row and an outbreak of bird flu at its Suffolk processing plant.
The transformation of the brand will be led by the launch of the ‘Big Green Tick’ frozen product range made from Bernard Matthews British Turkey, geared towards the modern, health-conscious consumer.