Primo wanted to encourage Australians to Wake Up Happy with Australia’s favourite bacon in line with their OOH campaign. Our brief was to bring the idea to life and celebrate Australia’s love for bacon.
The nuts and bolts
Introducing the Primo All-Day Breakfast in Bed Café. Except it wasn’t just a café, attendees were treated to a bacon-crazy experience in exchange for a $20 donation to Foodbank.
Once changed into a pair of bacon pyjamas attendees received a massage with bacon essential oils and headed to their ‘table’ for their meal - a Primo branded bed!
Guests applied a bacon face mask and meditated to the sound of sizzling bacon while waiting on their gourmet bacon breakfast to be delivered. Think bacon tacos and bacon maple waffles with caramelised bacon ice cream! The event sold out as bacon-lovers flocked to experience our one-of-a-kind cafe.
Consumer feedback was overwhelmingly positive both in person and on social media. The Today Show weather team broadcast live from the café and Nova created a content piece that aired the following day.
We also captured the whole experience, seeding through influencers and Primo’s social channels.