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.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

 


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.

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now