Danepak, the bacon brand owned by Tulip Ltd, has launched a new integrated campaign, ‘Mornings Made Better’, complete with TV ads and a supporting microsite offering the chance to win a range of prizes.

The campaign, created by agency Bray Leino, focuses on a fictional village, Morning, where the quirky pyjama-clad inhabitants take the business of breakfast extremely seriously. The idea is to directly link the Danepak brand with breakfast.

A competition on the microsite challenges consumers to search the village for various characters and click on them to bring up an entry form. Prizes on offer include frying pans, teapots, DAB digital radios, bed shirts and fridge magnets.

The competition runs from 9 January 2012 until 14 February 2012.
In addition to the TV ads and the website, the ‘Mornings Made Better’ campaign also involves radio, new packaging and new livery across Danepak’s truck fleet.