2021 Brand Experience & Activation


Category A01. Consumer Goods
Media Placement DENTSU DENMARK A/S Aarhus, DENMARK
Name Company Position
Kenneth Kaadtman Hjaltelin Stahl Creative Director
Pernille Reichstein Hjaltelin Stahl Creative Art Director
Søren Brix Hjaltelin Stahl Executive Client Director
Sofia Brockenhuus Hjaltelin Stahl Senior Account Manager

Why is this work relevant for Brand Experience & Activation?

Via human insights, gamification, and creative thinking we created a brand experience with a single touch point (YouTube), utilising a feature normally used to skip the ad (and the brand), with an impressive performance amongst busy food professionals in the UK. Normally you wouldn’t see this amount of ’time spent with brand’ in an integrated communications campaign with various touch with a commercial messaging.


Danish Crown is one of the world’s greatest exporters of pork and beef, in England, primarily driven by BTB-sales within the Food Industry and Food Service. The company is known for quality beef, deliverance dependability, and professionalism throughout the entire value chain. Back in the 80’ies and 90’ies Danish bacon (from Danish Crown) known as the ‘Danish Sizzle’ had a branded awareness of more the +90%, but due to minimal investment in brand and media the last 20 years, the food professionals in England have forgotten about Danish Bacon. So, what do you do to get them to consider your brand and product again?

Describe the creative idea (20% of vote)

We launched a campaign under the concept: “Even the best can be better” with the duality; The Brits’ meals can be better with sustainable meet from Danish Crown, while we indicate that we (as a company / Danish Crown) can be better when it comes to sustainability. On YouTube a 13-minute pre-roll was launched showing a piece of bacon cooking in “real time”. The video encouraged food professionals to wait until the bacon had cooked to their preference before skipping the ad, with the copy above the ‘skip ad’ button reading “when you think the bacon is done”. Turning the ‘skip ad’ into a fun way to express an opinion, the pre-roll essentially used a feature that is normally used to skip an ad after 5 seconds (which happens 90% of the time) to drive engagement and ‘time with brand’ as well as a perfectly looking piece of bacon.

Describe the strategy (20% of vote)

Our goal was to rebuild the Danish Crown through awareness and strengthening the relationship with the target group. With bacon as product, there were many ways to go about it, but after finding the insight that there’s a heavy debate how much fry a perfect piece of bacon needs the idea started to take shape. We merged the insight with the internet phenomenon “Oddly Satisfying” - a phenomenon that speaks into the films with basic elements that are strangely satisfying for the viewer, meaning that they a willing to spend a lot of time with the content. That’s how we ended up with a piece of bacon frying in "real-time". The pre-roll does not only speak into the odd insight about the perfect frying time but gave Danish Crown the opportunity to show off their premium product and thus avert the target group with the ‘British best’ mindset.

Describe the execution (30% of vote)

The media hack became the "Skip Ad" button, which playfully encouraged viewers to linger until they thought the piece of bacon was done - this with the text "When you think the bacon is done" placed above the "Skip Ad." The campaign element thus turned the advertising hurdle, most often used to skip an ad after 5 seconds, to an advantage. By using the button for a fun way for the target group to express their position on a topic of interest, the average viewing time became 93% longer than the average pre-roll.

List the results (30% of vote)

The pre-roll exceeded all expectations with an impressive commitment from the target audience. In a media where viewers usually can’t click away fast enough after the golden 5 seconds, where the "Skip Ad" button appears on the screen, we managed to get the target group to linger. The results scored us an average viewing time of 1 min. and 12 sec. As many as 3,573 users watched the full length of the film - and the total 'time-spent with brand' was 993 hours. A simple 'hack' of the channel's skip function in a fun way – that is crisp content! Impressions: 83.585 Avg. view time: 72 sec Full video view (12m30sec): 3.572 users Time spent with brand: 993 Detailed video view performance: 25% of video: 6.910 50% of video: 4.637 75% of video: 3.949