2. Change Your Life with Bacon
Our Challenge
• Increase household
penetration of our Ready
Crisp Bacon product,
while elevating the
entire bacon category
• Trojan Horse for Digital
@DavidAAlexander
3. Change Your Life with Bacon
The Power of a Great Insight
Starting with a Great
Insight
• Connected to Truth
while offering a new
perspective
• Simple and
Understandable
• Platform for growth
@DavidAAlexander
4. Change Your Life with Bacon
The Execution
• Digital First
• The right partners
• John St.
• Aircastle Films
• Google
• Staying true to the
insight
@DavidAAlexander
5. Change Your Life with Bacon
Results
• +2.3M voluntary views
• +10M Social Impressions
• Trended Nationally on Twitter
• +10,000 lbs of food donated
• 14% increase in sales YOY
• No other marketing or sales
support
• Changed Marketing culture
• Lead to TV campaign
@DavidAAlexander
6. Change Your Life with Bacon
Summary
Challenge
Great
Insight
Right
Channels
Tailored
Content Results
@DavidAAlexander