Bacon butties will form the centrepiece of the new Danish bacon campaign launching next month.

The campaign will use print, broadcast and online media to encourage consumers to use Danish bacon for weekend sandwiches.

Research from TNS shows that 42% of all bacon is eaten as a sandwich, and 60% of bacon sandwiches eaten at breakfast are eaten at weekends.

Tube posters, radio and press adverts featuring the Danish 'sizzle' will be used alongside features on weekend breakfast radio shows. Danish is sponsoring a slot on Capital Radio's Saturday Morning Show, for instance.

John Howard, marketing director at the Danish Bacon and Meat Council said the campaign was targeting brand-conscious consumers prepared to spend money on good quality food.

A viral internet campaign is also planned, to follow

up last year's multi-award-winning 'breakfast transformer' advert.