Danepak returns to TV advertising with humorous ads promoting dedication to bacon

Danepak regards its bacon even more seriously than life-or-death situations, the brand says in its first TV ads in four years.

The first spot, "precipice", shows a man and woman facing their doom as their car teeters over a cliff edge. The woman says: "this is serious" and the man agrees, but is talking about Danepak’s resealable packaging as he fries bacon on a makeshift stove in the car. 

He says: "It’s certainly serious – it’s Danepak serious! Danepak take their bacon really seriously." 

Similar humour is deployed in the second ad, "fallen tree", in which a tree falls on a lumberjack, trapping his arm. Again a female companion sets up the reveal by saying: "Magnus, this is serious".

Magnus delivers the same line, but this time is talking about Rapid Rashers, Danepak’s new microwaveable bacon product.

The 30-second ads were created by Rob Fletcher and David Alexander at Isobel, while they were directed by James Rouse through Outsider.

Isobel picked up Danepak’s ad account in October 2014 but until now has not produced TV spots. The agency did create two spoof videos for the brand: "The Great British Bacon Off", a twist on BBC's The Great British Bake Off, and an aerobics film called the "serious bacon club workout video".

Both spots will launch on Monday 11 April and be shown during Coronation Street on ITV at 8.45pm and during The Island with Bear Grylls on Channel 4 at 9.30pm.

Arena Media handled media planning and buying for the campaign. The Havas Media Group agency picked up the account earlier this year.

In addition to the two TV ads, Isobel has curated a series of bespoke digital ads, including a partnership with vlogger Dave Hax who creates popular how-to vlogs for people to try at home. These will also start rolling out from today.

Rob Hoare, the group commercial and marketing director at Danepak’s parent company, Tulip, said: "We know that the UK loves bacon as much as we do, but in a market where many Brits believe bacon is just bacon, we really needed to showcase our commitment, personality and passion.

"As the only brand to significantly invest in the category, particularly with new reclosable packaging and news product development such as Rapid Rashers and 30 per cent less salt, we wanted a campaign that would supercharge the brand and really set us apart."


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