The new look labels and packaging will start to appear in store from August 8, while a marketing campaign will also focus heavily on women's magazines and websites.
market. There are consumers who have lapsed and this is a way of Puma Kids Sneakers trying to get them interested in the brand again."
With the firm rocked by celebrity chef Jamie Oliver's campaign against its Turkey Twizzlers, it has long sought to stress the health side of its products and had previously signed up celebrity chef Marco Pierre White to stress the benefits of cooking fresh turkey.
"They are really interested in our farming heritage and the link to British farming," she said. "The key thing is we are refreshing our brand. We haven't done anything for a long time, and we last relaunched in 2008.
"Mums are obviously really big for us because they are the ones buying our product and our core Puma Shoes For Kids
The new packaging also aims to stress the "Britishness" of its products and emphasise the company's farming heritage.
She added: "I have been in the business for about 12 months. I was brought in to review the brand, that was part of the strategy we put in place when I arrived."
Mums are key as Bernard Matthews launches new
She said the firm had gathered feedback from focus groups to find out what consumers were interested in, while the new packaging also includes serving suggestion pictures
But Charlie Douglas, brand marketing controller, dismissed the idea that the firm was still suffering from the after taste of the Turkey Twizzlers campaign, and added that the redesign was the first since 2008.
provenance, something that customers have continually told us is important to them. It is also essential that we support and create awareness of the new branding, and so we are delighted to be running a 1m campaign to showcase this new look and the launch of exciting new products.
Deborah Ewan, Bernard Matthews Commercial Director, said: "Our new brand refresh gives the brand a distinctive new look, excellent stand out on shelf and a real point of difference. It also reinforces Puma Beige Sneakers
The first press ads will kick off in October, supported by outdoor, digital and in store activity.
And the new packaging will also include the government's new traffic light labelling system to help people make healthier choices.
our farming heritage and product Puma Cheap Shoes
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