Maple Leaf Foods begins Republic of Bacon campaign
By Adnews Staff
Maple Leaf Foods has begun a multimedia advertising campaign promoting its new recloseable bacon package. The campaign focuses on the "Republic of Bacon," a website at <http://www.republicofbacon.com> devoted to the love of and consumption of bacon. The virtual country has a national anthem, a citizenship application process, history, customs and a casino at which visitors can win a 10 year supply of bacon. A television commercial supporting the site depicts a young couple visiting the republic, where the woman proposes to the man by presenting him with a package of bacon. Additional commercials will be released in 2010, also depicting live in the republic. The campaign was developed by John St. of Toronto. "Men love bacon," said Sofia Colucci of Maple Leaf Foods. "We wanted this campaign to be an unconditional celebration of bacon and promote the latest innovation in bacon, our recloseable bacon package. There is a passion for bacon that exists in Canada, not to mention around the world, and we wanted to create a hub for bacon lovers to congregate and engage in entertaining bacon content."