The Danish Bacon and Meat Council (DBMC) believes that well targeted radio sponsorship, such as the renewed sponsorship of Gold Radio, proves to be very effective for delivering messages to consumers. Radio will therefore continue to play a prominent role this year in an overall campaign in which DBMC and the Danish companies will be seeking to maintain the strong position that Danish Bacon has enjoyed in the UK market.

DBMC Advertising and Promotions Manager Brian McCarthy said: “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.“

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. McCarthy commented: “This year we are delivering a campaign which will offer great rewards for regular listeners of the show.“

More details will be revealed via the DBMC website, where consumers can go to find out everything they want to know about Danish meat – including how and where it is produced, what the Danish ‘sizzle’ stands for, measures taken to ensure only consistently safe, high quality meat reaches the UK and fun facts and figures about everyone’s favourite bacon.

DBMC Marketing Director John Howard added: “In an age where new grocery brands seem to come and go almost daily, battling for consumers’ attention in the supermarket aisle, 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.“