Show me the bacon!

Repositioning a sub-category with low consumer trust
Repositioning a sub-category
with low consumer trust

Tulip is a byword for premium bacon. But for Tulip’s bacon lardons, it was a completely different matter. Consumers expressed distrust on many parameters, from product, perceived quality and packaging over brand and processing to utilisation.

Based on in-depth consumer studies and innovative product development, Tulip’s brief for Adpassion was clear: Create a campaign that communicates clearly, restores consumer trust in the category and changes consumer behaviour.

Adpassion created a 360 degree campaign combining online touchpoints with a strong in-store launch. As consumers didn’t trust the origins of the lardons, we decided to address the pig in the room with a clear message: ‘Cut from a whole slab of pork’. This message appeared on packaging and POS material, with additional messaging further highlighting the product quality of the bacon lardons.

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