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  • Danepak Mornings Made Better

Danepak Mornings Made Better

Client: Tulip Ltd
Brand: Danepak

The brief

Bacon buyers are a disloyal bunch. They don’t see a big difference in quality between brands, and their decision is usually swayed by price promotion. So Danepak needed an engaging campaign that would fill the emotional gap and win their brand a fervent following.

The solution

This demanded a different tack to the standard sizzle shots. So we created a whole new world that would bring a ray of sunshine into people’s lives. Enter the village of Morning, where breakfast isn’t just the most important meal of the day, it’s the meaning of life itself. Only Danepak will do for the pyjama-clad residents – and if supplies get low, the egg hits the fan. The TV spot presents a slice of life in Morning, and is complemented by an immersive website that gives bacon lovers plenty more to get their teeth into.

The Results

Mid-campaign results to date have driven a 21% increase in Danepak bacon’s spontaneous brand awareness* and an increase of 2% over the nearest competitor brand in customer brand loyalty**.  This positions Danepak as one of the leaders in preference among consumers in the highly challenging branded and unbranded bacon category. 

Rob Stroud, Danepak Brand Controller said: “These are significant jumps and have exceeded our expectations. We’re absolutely delighted that consumers have responded so well and with such enthusiasm to our campaign.”

 * A 21% increase in Danepak bacon’s spontaneous brand awareness (T-Poll brand tracking report 2012)

** A 2% increase in customer brand loyalty than its nearest competitor brand (T-Poll brand tracking report 2012)


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