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Danepak launches 'Mornings made better' campaign

09/01/12

Danepak, the UK’s best known bacon brand*, is launching a 360-degree campaign around the theme of morning – after all, it is the biggest bacon opportunity of the day.

The “Mornings Made Better” campaign, by Bray Leino, launches on January 9th and inherently links the Danepak brand with breakfast by featuring an idyllic English village named Morning, a slightly strange place where the pyjama-clad residents take the business of breakfast extremely seriously.

The campaign’s television commercial will be released in 10, 30 and 40 second executions across a broad channel mix and will be complemented by radio, a new ‘Morning’ website, new packaging and new livery across Danepak’s truck fleet.

Commenting on the new campaign, Rob Stroud, Danepak Brand Controller said: “We have been talking to our consumers to understand what they really want from Danepak, and through our new campaign and packaging we believe we can deliver  on their expectations, enhancing their experience of our brand both in-store and at home”.

Kate Cox, Agency Managing Director of Bray Leino (part of the mission tm), commented: “We’re really excited about the launch of the new campaign to drive Danepak’s prominence in the bacon category, making Danepak bacon synonymous with a great morning. We have a fantastic partnership with Tulip and this campaign has been a great team effort from strategy through to final execution.”

To visit the new Danepak website, click here.

*The most well- known bacon brand in the bacon category (Based on Spontaneous brand recall- T-Poll brand tracking 2010)