Bernard Matthews has taken out full-page ads in the national press confirming their produce is "100% safe".

From a brand forensics point of view, the advert tries too hard to cash in on Bernard Matthew's wistful past. Today's consumers are much more savvy than to simply remain loyal simply because 'the man at the top' says it's all going to work out OK. However, providing the company remains vigilant, given time, consumers will slowly begin to return to a brand that is part of British culture.

Tesco has also recently published full-page national press ads following rogue fuel being sold at forecourts across the south east of England. As with the Bernard Matthews ad, rather than just simply apologising upfront from the start, the ad opened with 'Tesco petrol is now back to normal. So you'll be pleased to know you can buy our petrol with total confidence.'

In surveys this week by Brand Forensics, many people noted they would have preferred a simple apology than to be told how happy they should be knowing they can fill up again. With a little brand shrewdness, Tesco, Asda and Morrisons could turn negative expectations on their head. Firstly, Tesco must follow its own principle that Every Little Helps, maintaining prices as they were prior to the crisis. Next, it needs to keep to its promise to repair vehicles.

By following suit, Asda will show it indeed offers 'More for you for less' while Morrisons will show there really are 'More reasons to shop at Morrisons'.

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