With the FIFA World Cup approaching Bernard Matthews has become the latest in the line of food companies attempting to harness ‘footie fever’ for marketing purposes.


The company is attempting to attract caterers, particularly targeting the “pub grub” market, by demonstrating how Bernard Matthews products can be used to create football themed menus.


The company asks: “Why not design the menu around which country is playing?” Suggesting that caterers could, for example, serve Bernard Matthews Turkey Meatballs in pitta bread, with mint and yoghurt dressing and salad, making Souvlaki-pitta for when Greece is playing.


British Turkey Steaks can be used to create a traditional dish for England matches and Cooked Sliced Turkey Breast can be used to create a cold spread for a Scandinavian Smorgasbord. And when Turkey is playing, you guessed it, Bernard Matthews suggests turkey for dinner.


While the company’s approach is hardly revolutionary with so many food companies trying to cash in on the hype surrounding the World Cup, Bernard Matthews is one of the few companies to target the food service industry with its football-related marketing campaign.