|
|
Article: Public 'happy to forgive'.(brand recovery programme of Bernard Matthews )
- Article from:
- Grocer
- Article date:
- March 10, 2007
- Author:
CopyrightCOPYRIGHT 2007 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Bernard Matthews insists it is already on the road to rebuilding its shattered reputation in the wake of the outbreak of bird flu on its farm at Holton, Suffolk.
The company is poised to launch a brand recovery programme in which it will move to reassure consumers concerned about the discovery of [H.sub.5]N1 at the site last month.
Central to the initiative, due to break this weekend, will be national press advertising, supported by a PR drive, direct mail and loyalty schemes. The programme will precede a complete overhaul of the Bernard Matthews range.
However, even before launching the brand recovery drive, Bernard Matthews has insisted consumers were prepared ...