Kicking off in April, the integrated print, broadcast and internet consumer campaign focuses on the perfect bacon sandwich, encouraging consumers to look for the Danish ‘sizzle’ when selecting the bacon, and then savouring the moment.

“Everybody has their own ideas about the perfect bacon sandwich,” says Brian McCarthy, Advertising and Promotions Manager for the Danish Bacon and Meat Council. “With our inspiring new integrated campaign, 2007 will become the year of the bacon buttie, with a range of new radio ads along with press and posters. We’ll even be encouraging consumers to create their own perfect bacon buttie moment through advertorials linking to a micro site, and with a little help from Danish Bacon!”

McCarthy continues: “Research supporting this campaign shows that 42 per cent of all bacon is eaten as a sandwich, and 60 per cent of the bacon sandwiches eaten at breakfast are eaten on weekends. With this in mind, we have designed our programme to tantalize the taste buds at key times, such as through weekend breakfast radio shows.”

The advertising will follow two themes. Firstly, the things people will do to make sure their perfect bacon buttie moment isn’t interrupted – illustrated by a series of eye-catching, humorous advertisements in top women’s weeklies, men’s monthlies and food titles, as well as on posters on the London Underground. The secondary angle is celebrity gossip: enhancing the idea of the bacon sandwich as something to be enjoyed while catching up on the latest ‘sizzling stories’ from the celebrity world. Key to this aspect of the campaign is sponsorship of the Capital Radio Saturday Morning Show hosted by Craig Doyle featuring the ‘Saturday Morning Sizzler’. Craig’s weekly guest is Now magazine’s celebrity gossip columnist and friend of the stars Sam Mann, who will discuss the latest ‘sizzling’ gossip with Craig each week in a slot sponsored by Danish Bacon.

All of this targets the high end food loving consumers and ‘foodies’– people who are prepared to spend money on good quality food and are brand conscious. McCarthy commented: “At a time when provenance is becoming increasingly important to these types of consumers, our campaign will reinforce the message we have always promoted: for a reassurance of quality, look for packs of bacon with the Danish sizzle.”

McCarthy added: “Our main objective is to get the Danish Bacon audience involved, engage with the brand and to remind them of their passion about their bacon sandwich. We are using new ways to bring this to life, including another viral campaign as a follow on to last year’s very successful ‘breakfast transformer’!”

All activity directs the audience to a central micro site to share their ‘perfect sandwich moment’, to interact with the Danish Bacon brand and win prizes.

Brian McCarthy concludes: “We know people are passionate about their bacon sandwich – we want them to think Danish bacon every time they are in the supermarket preparing for that bacon sandwich ‘moment’. With this integrated campaign we are confident we will continue to encourage consumers for look for the Danish ‘sizzle’ – being sure of a satisfying result.”