PRIMO BACON
Bringing home the summer bacon for Primo.
The problem
With Christmas over, Primo needed to continue to drive mass consideration for bacon amongst Australians.
Where experience led us
We could have invested in a summer cricket TV buy to raise mass unprompted awareness. But rather than being seen when people stayed in, we chose to get noticed when people were out and about. Analysing the transactional data alongside media consumption across months, showed people were more likely to buy bacon when they were out enjoying the summer heat. This activity culminated in a stunt where Primo’s Queensland factory used its giant solar panel to power a ‘Guinness Book of Records’ breaking 2,100 bacon and egg roll cook off.
The out-performance
Primo Foods and Avenue C cooked 2,100 bacon and egg rolls which broke the Guinness World Record – all of which were donated to Food Bank!
The record breaking breakfast roll event generated a reach of 2,605,000 through earned media with coverage across The Today Show, TripleM, Buzzfeed and a multitude of local broadcasters.
Contributing to Primo Food’s 71% increase in TOMA YoY
