Danepak: The serious bacon club

This case study describes how Danepak, a Danish bacon producer, launched a marketing campaign to regenerate the brand and win a new generation of consumers.

Danepak: The serious bacon club

John Hobson

Campaign details

Brand: DanepakBrand owner: Tulip LtdLead agency: isobelCountry: United KingdomIndustry: Meat, poultry, fishChannels used: Content marketing, Product placement, Social media, Word of mouth, advocacyMedia budget: Up to 500k

Executive Summary

The UK bacon market has endured year-on-year 7% decline. Supermarket shelves are swamped with own label products, and consumers that had heard of Danepak during the 90s had lapsed. The brand needed regenerating. It needed to stand for something. It needed a mission and a modern approach to this...

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