Danepak has returned to TV screens for the first time in four years with a new series of adverts showing how seriously it takes its bacon.
Created by isobel and directed by James Rouse, the two spots – Precipice and Fallen Trees – highlight a different product that’s new to the Danepak range; Precipice showcases the new reclosable packaging and Fallen Tree features Rapid Rashers microwavable bacon.
The tag line – ‘We’re serious about bacon’ – came from isobel’s initial visit to the brand’s Danish HQ and how seriously the brand takes its products and Danes take everything in their lives. This obsession over quality was a key driver in isobel putting a humourous take on seriousness with the ‘scandi noir’ setting of the ads.
Rob Hoare, group commercial and marketing director of Danepak's parent company Tulip, commented: “We know the UK love bacon as much as we do, but in a market where many Brits believe bacon is just bacon, we really needed to showcase out commitment, personality and passion.”
Account partner at isobel, Jamie Williams, added: “Isobel’s hands on ‘inside out’ approach meant we were really able to get under the skin of the brand. We saw first-hand how passionate Danepak is about its bacon, and this has been at the core of the creative work since day one.”
The latest work follows the launch of The Serious Bacon Club, an online hub created by isobel for Danepak to provide a place for bacon loves to unite and share their passion with others.
The TV ads are set to debut on Monday 11 April.
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Creative Partner: Rob Fletcher, David Alexander
Additional Credits: Planning Partner: Steve Hastings
Account Partner: Jamie Williams
Account Manager: Emily Bennett
Agency Producer: Denise Robinson
Production Company: Outsider
Director: James Rouse
Producer: Benji Howell
Editor: Bill Smedley, Anne Perri at Work
Post Production: Absolute
Audio: Ben Gulvin at 750mph
Media Agency/Buying: Arena Media