Under the strapline 'Share your golden moments with Bernard Matthews', the campaign includes TV advertising, an on-pack promotion and sampling activity.
The TV ad features the original 'mum' from the memorable 1989 'Coming home' commercial.
The on-pack promotion will appear on 1.3 million Golden Drummers and Mini Golden Drummers, and will give consumers the chance to claim a mug or mouse mat featuring an image of their choice.
Mini Golden Drummers come 12 in a pack and are made with 100% turkey breast.
Tel 01603 872611