A bacon-obsessed father fronts WCRS's new £1 million national
television campaign for the Danish Bacon and Meat Council.
The campaign aims to build on Danish's previous proposition,
highlighting what it deems to be the "irresistible smell" of Danish
Bacon.
The brand is returning to television advertising to raise awareness in a
market dominated by supermarket own-label brands. It is the first
above-the-line support for the brand since 1999, when it ran a trade
campaign spoofing the horror films The Shining and The Exorcist.
The campaign will run for three weeks on ITV, Channel 4, Channel 5 and
Sky TV. The media schedule has been planned on daytime activity
targeting housewives and children, who are identified as the main buyers
of bacon.
Spots have also been bought in Sunday morning shows, such as T4, to
attract a male audience after a night out.
The campaign is shot in the style of a documentary and follows one son's
vain struggle to help his obsessed father resist the alluring smell of
Danish bacon.
The two spots are narrated by the son and reveal the extent to which his
relationship with his father is pushed to the limit as the father finds
new ways of gaining even more pleasure from the bacon.
John Howard, the marketing director of the Danish Bacon and Meat
Council, said: "Experience has shown that bacon advertising needs to be
approached in a light-hearted and entertaining way to get noticed and
remembered."
The campaign was written by Steve Little and art directed by Andy
Dibb.
It was directed by Peluca through The Brave Film Company. Media is
through Media Planning.
