Who: Maple Leaf Foods’ Greenfield Natural Meat Co. with No Fixed Address (NFA) for creative, strategy, and media; Grayson Music for audio.
What: “Bacon is Rain,” a SoundCloud library of Greenfield Bacon sizzle sounds recorded in high definition and made available to audio houses.
When & Where: The campaign is running across the U.S. and Canada including OOH, digital, and social.
Why: To broaden the brand’s reach and inform more consumers that Greenfield Natural Meat products are carbon-neutral, NFA sought to deliver its messaging through a new channel, targeting audio houses rather than grocery purchasers.
Rain contributes to the pathos in many forms of visual media, serving as an evocative sountrack to many emotional moments.
But not many people know that foley artists working in the film industry often fry bacon to create the sound of rain. Through what NFA calls “weekly reactive social war room sessions” the agency discovered a surge in TikTok users discussing …