Bernard Matthews marketing unaffected by bird flu discovery

by Becky Wilkerson, marketingmagazine.co.uk 27-Feb-09, 11:00

LONDON - Bernard Matthews Farms has confirmed that its marketing activity will not be affected by the recent discovery of bird flu at two of its poultry farms.

The virus has been detected in birds at sites in Ubbeston, Suffolk, and Yaxham, Norfolk, according to government vets.

Defra confirmed that this strain of avian influenza is not a highly pathogenic one and is therefore not dangerous to humans. Bernard Matthews Farms called for tests after noticing an unusual drop in egg production levels.

The poultry company's rebrand as Bernard Matthews Farms last year was supported by a £3m TV advertising campaign featuring turkey farmers. The revamp and ad activity intended to promote the company's farming heritage and dispel some of the commonly held myths surrounding the brand.