Marco Pierre White has signed a six-figure deal with the company famed for its Turkey Twizzler processed meat product, to develop a range of products for the brand and appear in its advertising.
The chef, who also promotes Knorr products, said: "I am honoured and privileged to be working with Bernard Matthews Farms to promote the great bird and put turkey back on menus across the UK."
The Bernard Matthews Turkey Twizzler came under heavy criticism from Jamie Oliver in a TV series promoting his campaign to make school dinners healthy.
The poultry company rebranded as Bernard Matthews Farms two years ago, supported by a £3m TV advertising campaign by ad agency Isobel, featuring turkey farmers.
The Bernard Matthews brand was hit early last year by the discovery of bird flu at two of its poultry farms.
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