Category:Branded Content Strategy Of The Year
The UK bacon market has endured year-on-year 0.7% decline. Supermarket shelves are swamped with own-label products and consumers that bought Danepak in the 90s have lapsed. The brand needed regenerating. It needed to stand for something. It needed a mission and a modern approach to this marketing problem. In August 2015 we launched The Serious Bacon Club. All creative, production, management, media buying and distribution is done in-house achieving cost per view/cost per engagement metrics that are rarely seen in FMCG brand initiatives.