Tulip to relaunch Danepak bacon

UK pork producer Tulip is to relaunch its iconic bacon brand, Danepak, early next year.

The brand has had a presence in the retail and foodservice market for more than 40 years. Its most recent marketing campaign ‘Mornings made better’ aired on national television between 2011 and 2013.

Simon Harrington, senior brand and licensing manager, Tulip, said the firm was working to build a strong portfolio of category brands through heightening consumer insight. “The relaunch of the iconic Danepak brand is just one of several projects we have under way, which we believe will offer consumers something new and exciting – for example, the recent launch of our new range of 100% British cooked meats under the Cherry Tree Farm brand in Co-op stores.”

The firm, owned by the Danish Crown group, has appointed an advertising agency and design agency to help support the relaunch of the brand.

Rob Hoare, commercial and marketing director at Tulip, said: “This is very exciting news for the UK’s biggest and best-known bacon brand. We are very much looking forward to working with our new agency partners in developing a successful campaign, which will include above-the-line advertising and social media.”

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