To get top UK chefs to engage with the brand and remind them, that they’re still here, this meat exporter tapped into the never-ending debate of how you cook bacon the best.
What happens when you merge a great insight to an industry with an internet phenomenon, put it on YouTube and target a business segment? You get a 13-minute-long pre-roll with just a piece of bacon being cooked. Doesn’t exactly sound like a recipe for success, but that is exactly what the danish meat exporter, Danish Crown did, and the results are clear. 993 hours spend on a single pre-roll.
Danish Crown, one of the world’s largest exporters of pork and beef, in the UK is primarily driven by BTB sales within the Food Industry and Food Service. Here, the company is known for quality meat, delivery security and professionalism throughout the value chain.
But among the British, ‘British best’ has taken its toll on danish meat, so what do you do as a foreign food producer with something on your mind and want to sell meat on the English market? Especially when for many years you have been world famous for bacon.
Creatively devised by Accenture Interactive owned Hjaltelin Stahl, the meat exporter launched a campaign under the slogan ‘Even the best can be better’ with an obvious duality built in; The British dishes can get a little better with sustainable meat from Danish Crown, while also pointing a finger inwards, indicating that Danish Crown, known for the world’s best bacon, can get even better and create a more sustainable future for food.
On LinkedIn they zoomed in on popular British food, and a cheeky VO who teasingly asked, for example, how “The great British banger can get any better?” and caught the attention of chefs and restaurateurs in the Food Service segment, while also aiming to gain responsiveness among shoppers in the Food Industry segment.
The LinkedIn films were then followed up by a 13-minute-long pre-roll of just one piece of bacon being cooked, encouraging the chefs to decide when they thought the bacon was done cooking (by using the ‘skip ad’ button on YouTube). This led to unexpected engagement and it seems like they hit a real nerve within the target audience, as the average view time on the pre-roll was 72sec. Turning the skip ad button into the exact opposite of what it was made for.
Average View time: 1,12 minutes
Video completion: 3.572 users
Time Spend with brand: 993 hours