The Big Danish Bacon Pre-roll

Background

Danish Crown, one of the world’s biggest exporters of meat (Pork/Beef), was successful in the UK through B2B sales.

With a new brand purpose and a global commercial brand position built on sustainability, Danish Crown needed to revitalize and relaunch the “new” brand in the UK market.

Idea

The campaign targeted food professionals via social media. On Youtube, a 13-minute pre-roll was launched showing a piece of bacon cooking in “real time”. The video encouraged the food professionals to wait until the bacon had cooked to their preference before skipping the ad, with the copy above the ‘skip ad’ button reading ‘when you think the bacon is done’.

Rather than skip after 5 seconds, turning the ‘skip ad’ into a fun way to express an opinion (on a topic of interest for food professionals and their pride in their work), the average view time for the ad was 93% longer than the average pre-roll.

Results

Pre-roll (part of the campaign): Impressions: 83,585.

Average view time: one minute and 12 seconds. 3,572 people have watched the video all the way through. Over 4,500 watched it for at least six and a half minutes.

Our Thoughts

When briefing the jury for The Caples Awards, (pages 3-5), Steve Aldridge urged his jurors to look beyond the big ideas they would see, (such as HSBC’s ‘Homeless Bank Account’ on page 7 and Thai Airways ‘Stay At Home Air Miles’ on page 8) and look for the jewel of a small idea. This is such a one, where narrow targeting has allowed the agency to deliver an ad that would only engage (could only engage?) its specific audience. Getting people not to skip is a frequent challenge for creative people. Hjaltelin Stahl have risen to it magnificently and nearly 4,000 people watched a rasher of bacon fry for twelve full minutes. Love it!