Mitchell Patterson scoops bacon business

Mitchell Patterson Grime Mitchell has been picked to promote two of the UK's leading bacon brands with a brief to extend their popularity outside their core market and challenge the domination of own-label rivals.

Mitchell Patterson will handle creative work for Tulip Bacon and Danepak Bacon. The agency won the task after the brands' owner, Tulip International, approached a number of shops to look at key issues affecting its business and provide strategic advice.

The company is looking to refresh the appeal of the brands. They operate within an aging market where the highest volume of sales is to lower income households.

A reported £2.4 million is being put behind the initiative to support the ranges.

Mitchell Patterson is currently working on a TV and six-sheet poster campaign for Danepak, which will break in the middle of next month. Further advertising to support Tulip will appear later in the year. Media buying remains with Concord.

The new advertising will coincide with the appearance of new products, including Rapid Rashers, the pre-cooked bacon.

At the same time, Tulip wants to capitalise on the fact that pork producers have not been tainted by the foot-and-mouth epidemic. Other UK meat producers were severely affected by the outbreak.

Roddy Kemp, one of the agency's partners, said: "The challenge is to find new ways of making bacon fit in with modern life and to encourage consumers to be more brand discriminating."