The Danish Bacon and Meat Council (DBMC) believes that well targeted radio sponsorship is very effective and delivers strong messages to consumers.

Renewed radio deal will mean consumers will continue to hear that Danish Sizzle, says DBMC

"This successful use of the medium has, in the past, really kept the Danish ‘sizzle’ in the forefront of consumers’ minds, as demonstrated by the continued demand for Danish rashers throughout 2007," said Brian McCarthy DBMC Advertising and Promotions Manager.

Radio will continue to play a prominent role IN this year's Danish campaign and DBMC and the its representative companies will be seeking to maintain the strong position that its bacon products have enjoyed in the UK market.

Integration

In addition to the sponsorship of James Cannon and Erika North's daily breakfast show, Danish Bacon will soon be announcing an integrated promotional campaign which cuts across the radio station, selected media and online.

"This year we are delivering a campaign which will offer great rewards for regular listeners of the show," added Mr McCarthy.

More details will be revealed via the DBMC website, where consumers will be able to find out more about Danish meat - including how and where it is produced, the measures taken to ensure only consistently safe, high quality meat reaches the UK and some fun facts and figures about everyone's favourite bacon.

DBMC Marketing Director John Howard said that in an age where new grocery brands seem to come and go almost daily, Danish Bacon is a trusted brand that consumers continue to seek out.

"Retailers can be confident of our continued support in giving consumers what they want - great quality bacon," he added.