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New advertising campaign for 2006 builds on award winning success of Danisssssshhhhhhh

by 5m Editor
21 February 2006, at 12:00am

EU - Danish Bacon is following up last year's award-winning marketing push with a new 31.2 million advertising and promotional campaign for 2006. Activity will start next month (March).

"In 2005 our campaign focused on ensuring consumers continued to look for the Danish Bacon 'sizzle' when buying packs of bacon", says Brian McCarthy, Advertising and Promotions Manager of the Danish Bacon and Meat Council. "Post campaign research demonstrated that the formula of last year's integrated campaign - across print, broadcast and the internet - was very effective.

"Results show that nearly 90 per cent of consumers instantly recognise the Danish 'sizzle'. With this in mind we are adding a few exciting new elements to the campaign, to ensure shoppers continue to look for the 'sizzle' to enjoy the big taste of Danish."

The target audience for 2006 will remain 28 to 44 years old, ABC1, food loving consumers, as they continue to demonstrate a preference for high quality bacon. An additional aim for the year will be to tap into the feelings of fondness of those who might not always buy the household bacon, but certainly savour its flavour, as Danish Bacon directly targets men for the first time.

McCarthy comments: "To reach this audience, our print advertising schedule will, for the first time, include several top end male lifestyle publications, including GQ and Men's Health. They will sit among a total of 17 national titles such as BBC Good Food Magazine, Cosmopolitan and the Guardian Weekend magazine."

Going underground

The presence of the Danish campaign will continue in London underground stations with mouth-watering advertising targeted mainly at commuters. Impactful, back lit posters will show rashers of Danish bacon in a range of tantalising executions from 13 March. One poster shows a giant single rasher of Danish bacon sandwiched between two slices of bread. The second has a similar theme, a super sized rasher of bacon next to an egg on a breakfast plate. It will be clear from the appetising rashers on display that Danish is truly a big tasting bacon.

On-air

On radio, the 2006 campaign will continue to focus consumers' attention on the Danish sizzle. This will be mainly channelled through advertising, with a series of 30-second commercials to be played on 13 stations up and down the country. The advertising will be on-air from March onwards - to coincide with the launch of the press advertising.

McCarthy continues: "Exciting new creative broadcast material is ready for launch in the second half of the year. The humorous advertisements will build on the buzz created in 2005. To set the stage, the immensely popular 2005 award winning material, emphasising the 'sizzle' of "Danishhhhhhhhhhh" - in the voice of actor Mark Heap from the popular TV sitcom the Green Wing - will be re-run in the first half of the year."

In 2006, Danish Bacon is also extending its longstanding sponsorship of Classic Gold FM's breakfast show hosted by Tony Blackburn. The show regularly attracts over 325,000 listeners and is popular amongst Danish Bacon core customers.

McCarthy adds: "A series of on-air promotions will provide the finishing touches to broadcast plans for 2006. This range of activity ensures Danish continues to strengthen its on-air presence - all with a sense of fun, synonymous with the Danish 'sizzle'."

He concludes: "We have a fantastic integrated advertising and promotional campaign ready to roll. We have taken the best aspects of 2005, added some spice with new ideas - and have a programme set to inspire even more consumers to choose Danish."

For a sneak preview of the campaign material go to www.dbmc.co.uk.

ThePigSite News Desk

5m Editor