This print campaign depicts a bacon lover tucking into his favourite sandwich while his parents stand outside in the cold, so he can eat his snack in peace. The print, broadcast and internet campaign will aim to capitalise on the classic bacon sandwich. With this campaign, Danish Bacon aims to target the high-end, food-loving consumer, who are brand conscious and prepared to spend money on good quality food. Research supporting the campaign indicates that 42% of all bacon is eaten as a sandwich and 60% of these sandwiches, eaten at breakfast, are eaten on weekends. All of the ads will direct the audience to a microsite to share their "perfect sandwich moment", to interact with the brand and win prizes. The campaign will be on radio and in the press.