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Article: BERNARD MATTHEWS: Talking turkey.(Jamie Oliver vs Bernard Matthews PLC)

Article from:
Marketing Week
Article date:
April 12, 2007
Copyright

Jamie Oliver's crusade against Turkey Twizzlers, animal cruelty allegations and an outbreak of avian flu have damaged the Bernard Matthews brand. Caroline Parry finds hope for the future

Bernard Matthews has come a long way since he launched his company with just 12 young turkeys back in 1950. The company now has 57 turkey farms across the UK, and company chairman Matthews has become a household name after starring in its ads.

But it is unlikely that Matthews would apply his trademark "bootiful" catchphrase to the company's fortunes in recent years following a string of controversies that have shaken consumer confidence in the brand.

In ...

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