Maple Leaf Foods is once again singing the praises of bacon, this time with the “Change Your Life With Bacon” campaign, designed to promote its Ready Crisp Bacon product to Canadian woman.
Agency partner John St., in conjunction with their client’s internal marketing team, came up with the creative for a campaign that focuses on one mom’s discovery that she can use bacon to motivate family members to finally contribute to household chores.
Angus Tucker, executive creative director at John St., said the goal of the campaign is to simply “sell a lot of bacon.” But what sets this campaign apart from previous work is the target market. It’s the first time the agency has targeted female bacon fans.
“Generally we’ve gone after guys. But woman are buying the majority of bacon, so we decided to target to the people who are actually purchasing it.”
The campaign consists of four videos – a 90-second launch spot and three 15-20 second executions – that can be viewed at ChangeYourLifeWithBacon.com (a URL that re-directs to the campaign’s Facebook page).
Each time a video is shared on Facebook, Maple Leaf Foods will donate a meal to a local food bank, with the goal of providing 10,000 free meals.
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The site also features a downloadable “Bacon Chore Chart,” where bacon-related treats are offered as rewards for tasks such as mowing the lawn, making a bed and changing a light bulb. Walking the dog, for example, wins you a grilled cheese with bacon sandwich.
All the promotion for “Change Your Life With Bacon” is digital and, besides the Facebook page, includes a pre-roll buy with Google and TrueView.
“Our feeling was that if we could come up with something intellectual and original enough, people would chose to watch instead of being forced to,” Tucker said.
The YouTube version of the launch video, which was posted July 8, has more than 1.4 million views.
Although the videos – which are also being promoted on Maple Leaf Food’s channels – feature the Ready Crisp Bacon, the campaign is intended to promote all Maple Leaf bacon products, Tucker said.
“Change Your Life With Bacon” will run until the end of summer.
