Bernard Matthews haven’t advertised on TV for four years and wanted to remind consumers this winter that their products were still out there, whilst defending shelf space in store.
The famous “bootiful” tagline that first appeared in ads in 1980 - and remained in use for 27 years - meant prompted awareness was still high but spontaneous awareness was very low.
The brand needed to appeal to young adults who hadn’t grown up with the brand, and remind busy mums of Bernard Matthews’ convenient tea time meals.
The answer was to bring Bernard Matthews back to our TV screens, every weekday tea time on C4, with a broadcast sponsorship of a major American show.
The broadcast sponsorship coincides with a complete rebrand of the business to return it to its famous roots and make it more relevant for today’s consumer with a new, charming, animated look.
The sponsorship means more people will see the rebrand more quickly, we are associated with a programme that appeals to young adults, will associate the brand with a modern and culturally relevant programme and provide a daily reminder for busy mums of the many Bernard Matthews’ convenient meals on offer - every week day, at the right time, tea time.
These wonderful animated idents were created by Creature and refresh the famous “bootiful” tagline.