Reviving a legend in butties, baps and full English breakfasts – and making a bold statement in a category crying out for the leadership of a big brand.
Brits love bacon – getting through close to a £1 billion of butties, baps and big breakfasts every year. But, as much as we love the stuff, we just don’t buy as much as we used to.
By 2014, the UK’s bacon market had become big, boring and above all, unbranded. Danepak was identified by its owners, Tulip, as the vehicle to give the category a shot in the arm. The original Danish bacon had big plans for re-igniting category growth through communication, activation and innovation. What was missing was a bold brand beacon to build this activity around.
PREVIOUS PACK DESIGN
The Original Sizzle looks to the past and the future – combining a timely reminder of the brand we’ve loved for 40 years with a look ahead to a range of innovative new ways to enjoy bacon. All wrapped up in a distinctively Scandinavian style.