THE CHALLENGE
Primo wanted to bring its Wake Up Happy campaign to life through Australia’s love of bacon. We needed to give people something worth getting out of bed for. Or, as it turned out, getting back into one.
THE IDEA
We created the Primo All-Day Breakfast in Bed Café, where the tables were beds and bacon was everywhere. For a $20 donation to Foodbank, guests could settle in for a gourmet breakfast and an indulgent experience devoted to their favourite morning staple.
HOW PEOPLE ENGAGED
Guests slipped into bacon-themed pyjamas, enjoyed massages with bacon-infused oils and climbed into Primo-branded beds. Bacon face masks and meditation to the sound of sizzling bacon set the mood before breakfast arrived. On the menu: bacon tacos and maple waffles topped with caramelised bacon ice cream. Even the relaxation came with a side of bacon.
WHAT IT BUILT
A sold-out café that raised funds for Foodbank and gave Wake Up Happy a life beyond advertising. Live Today Show weather crosses, a dedicated Nova content piece and creator and brand content took the experience to audiences beyond the beds.
