UK-based processed meats company, Bernard Matthews (note: the company claims to be the UK’s eighth-largest grocery brand), says that it is moving much of its annual £7 million advertising budget out of linear TV spot advertising into interactive TV, online sponsorship and creative magazine formats. The company, which last year appointed Initiative as its new media planning and buying agency, says that its creative across those platforms will include competitions, giveaways, and cooking ideas. It says that the interactive TV element of its campaign, which will launch in July, will draw on experience it gained via a trial ITV campaign which ran on Sky and IDS channels in March: the campaign used a mini-DAL to offer viewers cooking ideas and to give away free recipe books. "We have great brand heritage and loyal purchasers–but our consumers’ lifestyles have changed," Bernard Matthews’ general manager for marketing, Matt Pullen, said in a prepared statement. "Our new media strategy reflects this and meets their increasing demand for interaction with, and inspiration from, a favorite brand."
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