Branding a No-Name Brand

U.K.'s Danish Bacon Teams With Mag to Create Free Recipe Booklet

Published on .

Brand: Danish Bacon
Brand Owner: Danish Bacon
Category: Food
Region: U.K.
Date: October 2006
Media Agency: Media Planning Group
Media Owner: Seven Publishing
Media Channels: Retail, print

Danish Bacon is a private-label brand that supplies the U.K.'s biggest supermarkets with bacon packaged under their names.

The marketing team wanted to highlight the quality message behind the "sizzle" mark that appeared on each pack. The challenge was how to do that without control over the packaging.
Sales more than doubled year over year during the month the recipe booklet was running.
Sales more than doubled year over year during the month the recipe booklet was running.

The solution was to find a media partner that would help Danish Bacon target premium bacon buyers and make the product stand out. Danish Bacon partnered with upmarket U.K. food title Delicious to produce a novel media execution.

Since Delicious had little marketing budget to target new readers, the aim was to trade space in store for pages in the magazine, making the activity extremely cost-effective.

The result was a booklet for Danish, produced by the team at Delicious, and a partnership with supermarket Sainsbury. "The Best Ever Bacon Brunch Recipe Book" was tipped onto a page of Delicious and attached to 1 million packs of Danish Bacon in stores.

The impact was impressive: Sales of Danish Bacon more than doubled year on year for October, when the recipe booklet was running.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.
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