Wild Card brought in for 2012 Bacon Connoisseurs' Week brief

Wild Card has been appointed by BPEX to handle consumer PR for next year's Bacon Connoisseurs' Week.

Bacon market: worth £1.2bn in the UK
Bacon market: worth £1.2bn in the UK

The appointment by BPEX –  a division of the Agriculture and Horticulture Development Board – was made on the back of a three-way pitch.

Wild Card divisional director Tessa Willmott said: ‘Contrary to opinion, not all bacon is the same. Bacon Connoisseurs' Week seeks to extol the virtues of the quality and range of premium bacons available in Britain.

‘Building on the surge of nationalism and pride in our heritage, next year’s red, white and bacon-themed campaign will help to promote the UK’s long-standing love affair with bacon.’

Wild Card’s campaign for Bacon Connoisseurs' Week will aim to highlight and educate consumers around the key differences between quality bacon – such as that identified by the red tractor logo – and standard products.

PR activity will focus on raising awareness around the week and annual trade competition, which is a way for producers, butchers and retailers to showcase the best bacon cures and cuts available in the UK.  

A celebrity ambassador has also been commissioned to front the campaign and judge the national competition.

Wild Card will use digital and traditional media to generate positive coverage around the week supported by BPEX’s in-house team, which will manage its social media channels.

Bacon is the most popular pork product, consumed by more than 50 per cent of the UK population more than twice a fortnight. The total bacon market in the UK is worth £1.2bn.

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