Bernard Matthews, the UK turkey business, has taken a battering over the past few years. From the fall-out over Jamie Oliver's push to improve school dinners to the outbreak of bird flu at the group's turkey farm in Norfolk, the company moved from one PR catastrophe to the next and consumers began to turn away from this icon of British food. Last week, Bernard Matthews relaunched its brand with a new look and new message. Katy Humphries spoke with marketing director Matthew Pullen on how the company intends to update its image and win back the once-loyal UK consumer.