Best practice from MPG
Danish Bacon is an own label supplier to the UK’s grocers
It needed an idea that created in-store stand out and built on the ‘Danish’ sizzle brand as mark of quality
Media partnership with Delicious magazine
Mini-booklet ‘World’s Best Ever Brunch’ tipped in the magazine
Used in on Danish packs in Sainsbury’s to create stand out on shelf
Innovative media deal – bacon pack media space traded for magazine space
Achieved 4.3% sales uplift in Sainsbury’s
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