Danish bacon will be back on the box next spring with its first TV campaign for more than two years. The Danish Bacon & Meat Council said the decision to return to the small screen had been taken as TV rates were expected to be more fluid next year. "We have a long history of advertising on the box," said John Howard, marketing director of the DB&MC. "It's our preferred medium for delivering strong messages about the appetite appeal of our bacon. "However, this year we looked at budgets relative to cost and decided on consumer press." Howard said next year's TV ads would continue the humorous approach adopted in the past by the Danes to advertise their bacon. He would not be drawn on what creative ideas were in the pipeline, saying only: "The new ads will have a fun, lighthearted theme. I promise we will not be taking ourselves too seriously. We will not let that happen because bacon is a fun product." Previous TV campaigns have seen Danish bacon taking the mickey out of vegetarians and parodying horror films such as The Shining. As well as a return to the small screen, Howard said the DB&MC was looking at ways of promoting Danish bacon "right across the trade". And he made it clear that tactical press advertising ­ such as last month's Bacon, the brain food' ad ­ would also continue to form an important part of its marketing strategy. "Because we have a well know brand name, that's a luxury open to us," he added. {{P&P }}