Not to be outdone by its British counterparts, the Danish Bacon and Meat Council has launched a £1m on pack promotional campaign. UK bacon lovers will get the chance to win a luxury holiday. Two winners will get to fly round the world Club Class for 30 days, while five runners up will win a family holiday in Thailand. The winners also get £1,000 spending money. The promotion is backed by press and radio advertising. Virgin Radio and local radio stations across the country are focusing on the Club Class element of the promotion with the theme How would you like to be posh for a month?' The press ads show a map of the world in the form of a pan of sizzling bacon. They are running in food sections of national magazines and Sunday supplements and selected retailer magazines. The promotion, targeted at housewives with kids, started this week and will run in major retailers until the end of June. DBMC marketing director John Howard said: "This promotion demonstrates our commitment to maintaining a strong franchise with consumers and adding value to a brand that is synonymous with quality and taste." {{P&P }}

Topics