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Return to the Small Screen Spells Sizzling Sales for Danepak

12/01/11

Internationally renowned pork giant Danepak has seen sales soar by 11.3%* after re-focusing its marketing activities during 2010.

After being absent from our screens for over 8 years, Danepak’s sales increase is testament to the success of its new television advertising campaign, which went live in Spring 2010. Central to the campaign is a 30 second ad, created by Bray Leino, that features a bacon lover indulging in a range of 'Perfekt Moments'.

Sophie Colquhoun, Danepak marketing manager, commented: “The results of the advertising campaign show that Danepak now ranks amongst the market leaders in the pork sector**, with 50% of pork product users stating that Danepak is their favourite brand – that’s higher than all the major retailers“

The campaign created 122 million viewings of Danepak’s ‘Perfekt Moment’ proposition by females aged 34-54. This resulted in an 18% increase in spontaneous brand awareness amongst this audience, creating significant market penetration for Danepak in its core market sector.

Kate Cox, managing director, Bray Leino commented: “These results show that with the right creative approach and media investment, heritage brands like Danepak that have been relatively dormant, can make their return to the small screen a successful and profitable one.”