Danish Bacon is pushing ahead with the second phase of its £1m ad campaign this autumn.

The campaign, featuring in colour press and radio, continues to focus on the concept of the Danish ‘sizzle’ following research which showed around 92% of consumers instantly recognise the brand’s logo.

John Howard, marketing director with the Danish Bacon and Meat Council, said: “This next phase of the campaign continues to communicate the importance of looking for the Danish sizzle on the pack through a much more direct, execution. The aim is to remind and encourage consumers to look for the Danish sizzle when buying their bacon.”

He said the promotion was
also piggy-backing current affairs: “The campaign breaks at a time when the issue of clear labelling regarding country of origin has resumed.”

The new press ad features two packs of bacon, one with a missing sizzle, and the other with the sizzle highlighted with the words ‘irresistibility guaranteed’. The ads are headlined with the question: “Is your bacon irresistible?”

The promotion runs until December and the ads will be appearing in mainstream weekly magazines.Howard said the second phase, combined with the first, will reach around 70% of Danish bacon’s target consumers.

On the radio front, the DBMC is renewing its arrangement with Classic Gold to sponsor Tony Blackburn’s breakfast show until March next year. Promotions will also be run with Heart 106.2 and 100.7 during the first two weeks of November.

Howard added: “Danish Bacon’s strong radio presence is set to continue. Promotions and programme sponsorship will reinforce the ‘look for the pack with the sizzle’ theme, helping to remind consumers what to look for when making the purchasing decision.”
Ed Bedington