Bringing the buttie alive – Danish Bacon ‘Man Sandwich’ hits the worldwide web

DENMARK - A new viral from Danish Bacon to support its 2007 advertising campaign brings the idea of the perfect bacon buttie to life – literally!
calendar icon 9 May 2007
clock icon 3 minute read

Building on the success of last year’s ‘Breakfast Transformer,’ which achieved four million hits in just 10 weeks, ‘The Man Sandwich’ promises to keep the core concept of the new advertising campaign in the minds of consumers as it spreads through cyberspace – heralding the second phase of Danish Bacon’s campaign which also features high profile cross promotional work with national radio and women’s magazines.

More than 99,000 consumers have already clicked onto to visit a virtual sandwich maker which allows them to choose various ingredients and construct the perfect bacon sandwich – with a comical twist. Developed by MEME, specialists in online advertising and virals, it reinforces the tongue-in-cheek tone of the print and broadcast advertising which went live at the beginning of April, all focused on the perfect bacon buttie moment. The use of a link which can be spread via email is an entertaining and engaging way to connect with Danish Loyalists – who are proven to be technologically savvy and upmarket ‘foodies’.

Brian McCarthy, Advertising and Promotions Manager for the Danish Bacon and Meat Council, said: “With this new aspect of our campaign we hope to establish something of a Danish Bacon tradition, for creative advertising which really gets people talking – and in this case, interacting with their food!

“Whilst the Breakfast Transformer was hugely influential when it came to increasing brand awareness, the Man Sandwich has been designed to focus on the bacon buttie and inspire people to put Danish bacon at the top of their shopping list.”

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