Matt Pullen, marketing director at Bernard Matthews Farms, said he had taken inspiration from other successful turnarounds, citing the two brands as examples.
The strategy places staff at the heart of the brand's communications. An ad campaign, created by Isobel, will roll out this month across TV, national press and outdoor, and carry the strapline 'Proud to work at Bernard Matthews Farms'.
Outdoor activity will showcase the company's new identity, in which the word 'Farms' is added to the brand name. TV and press ads will also highlight its new products, including a healthier frozen range called Big Green Tick.
Ads will show staff holding banners intended to dispel the 'myths' surrounding the brand.
Pullen added that they would add personality to a brand that has 'been through rough times'.
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