UK poultry group Bernard Matthews Farms is investing GBP3m (US$5.3m) in a new advertising campaign in a bid to "dispel myths" surrounding the brand.

The national press, poster and TV campaign, under the strapline 'Proud to Work at Bernard Matthews Farms', also aims to communicate the company's farming heritage, the company said today (3 September).

The first stage of the three-phase campaign breaks on 22 September using press advertising to reassure consumers of its "100% British sourcing policy".

"Our 'Pride' campaign is all about communicating our new identity, our rural roots and our new product ranges," said Matt Pullen, Bernard Matthews Farms marketing director. "Most importantly, though, it's about reassuring people about the company. We have a tradition of using real people in our advertising and it feels right to do so again."

The second phase of the campaign moves onto products and launches on 6 October in women's press, colour supplements and TV listings magazines. It will focus on the new 'gold standard' Golden Norfolk Turkey brand of cooked meats to drive awareness and trial.

Phase three will launch at the beginning of November with a national TV campaign featuring Big Green Tick, the company's recently-launched, better-for-you frozen range. 

"It's a brand new brand communication for us, a single-minded idea that allows us to tackle perceived issues around the business by addressing them upfront," added Pullen. "We want to create a jolt with this campaign and get people to take a fresh look at Bernard Matthews Farms.

"We're proud of our high animal welfare standards and of the quality of our food. We're also proud of our people and what they achieve."

Bernard Matthews has been involved in a number of controversial issues in recent years including the fall-out over Jamie Oliver's push to improve school dinners and the outbreak of bird flu at the group's turkey farm in Norfolk.