The new radio adverts will serve to reinforce the message underpinning the rest of the integrated campaign for 2006, encouraging consumers to look for the Danish 'sizzle' when buying bacon.

Building on its past award-winning successes*, Danish has added more comedic talent to the adverts, which are being aired on 17** stations up and down the country. Jessica Stevenson, known for her role as Cheryl in the BBC comedy 'The Royle Family', joins the voice of Mark Heap from Channel 4's 'The Green Wing'. The new combination brings an extra sprinkle of comic flair to the scripts.

Danish Bacon is confident the adverts will be well received, as they combine the perfect balance of humour with a strong commercial message. The comedy in the adverts importantly also brings the fun at the heart of the Danish 'sizzle' to life.

The first new advert, set in a library, involves an overly keen Danish Bacon enthusiast - the voice of Mark Heap - asking for a book all about bacon. The end result is a rather passionate Heap confusing the 'shhhhhhhh' sounds of disgruntled library visitors with his fervent cries of 'Danissshhh'. The second advert features Heap advising Jessica Stevenson's character of his name change to 'Mr Danissshhh'’.

Emphasis placed on 'Danissshhh' within the script will ensure that the adverts catch the ear of consumers. It is also a great way of enhancing brand recall, keeping Danish front of mind for shoppers. This is a technique that clearly works. Independent post-campaign research looking at the 2005 campaign demonstrated that over 90 per cent of consumers instantly recognise the Danish 'sizzle'.

Brian McCarthy, Advertising and Promotions Manager for the Danish Bacon and Meat Council, comments: "We are now nearly six months into the campaign and it seems to be creating quite a buzz, and our new radio adverts will add to the momentum. Broadcasting exciting, original material, not only means we bring a few smiles to the people we want to reach, but also ensures the campaign translates into a commercial success."

Dovetailing with other aspects of the campaign such as colour print advertising in 17 national, colour glossy titles such as BBC Good Food Magazine, GQ and Sainsbury's Magazine, the radio adverts help ensure Danish is reaching its target audience of 18 to 44 year old, ABC1, food loving consumers.

The adverts will also be supported by a second burst of Danish Bacon posters at 300 London Underground stations. Backlit images of giant, mouth watering rashers of Danish bacon will reappear from 19th June, adding the finishing touches to the integrated campaign. But, continued sponsorship of Tony Blackburn's Breakfast Show on Classic Gold, along with other bespoke promotional activity, all help to increase wider brand awareness of the Danish sizzle amongst consumers.

"Wide spread exposure, getting right to our core target audience helps augment brand recognition and association," continues McCarthy. “The 'Sizzle' is already perceived as a hallmark for quality bacon by consumers and it is exactly these perceptions we want to foster - ensuring shoppers continue to reach for packs of Danish."

ThePigSite News Desk