Bacon brand Danepak has today announced the launch of its first television adverts since 2012, as it aims to show consumers how seriously it takes bacon.
The two 30-second spot, entitled Precipice and Fallen Tree, will each highlight a different product that’s new to the Danepak range: Precipice showcases the innovative reclosable packaging, and Fallen Tree features Rapid Rashers microwavable bacon. The products are front and centre of the adverts, which have been framed by surreal humour in a “scandi noir” setting, according to the London agency behind them, Isobel.
They will debut on UK television at the beginning of next week with the tagline “we’re Danepak serious about bacon”.
Rob Hoare, group commercial and marketing director of Danepak owner Tulip, said: “We know that the UK loves bacon as much as we do, but in a market where many Brits believe bacon is just bacon, we really needed to showcase our commitment, personality and passion. As the only brand to significantly invest in the category, particularly with new reclosable packaging and NPD such as Rapid Rashers and 30% less salt, we wanted a campaign that would supercharge the brand and really set us apart. This is exactly what we feel the integrated campaign by Isobel does.”
Isobel account partner Jamie Williams added: “Isobel’s hands on ‘inside out’ approach meant we were really able to get under the skin of the brand. We saw first-hand how passionate Danepak is about its bacon, and this has been at the core of the creative work since day one. We felt that bringing out the brand’s core values and sense of humour was key to making Danepak Britain’s favourite bacon brand, and the stats so far seem to prove this.”
© FoodBev Media Ltd 2024