The background
Primo wanted to amplify their Wake Up Happy campaign, celebrating Australia’s love for bacon while connecting with consumers in a memorable way. Our task? To bring this love for bacon to life, while supporting a good cause and aligning with their broader ATL campaign.
The nuts and bolts
Introducing the Primo All-Day Breakfast in Bed Café—a bacon lover’s dream. In exchange for a $20 donation to Foodbank, attendees were treated to an immersive, bacon-filled experience, all while lounging in the comfort of a bed.
Guests kicked off the experience by slipping into bacon-themed pyjamas before enjoying a massage with bacon-infused essential oils. They then took their seats at their "tables"—which were Primo-branded beds—and prepared for the ultimate gourmet breakfast.
From bacon tacos to maple waffles topped with caramelised bacon ice cream, the menu was a bacon extravaganza. To complete the experience, guests applied bacon face masks and meditated to the soothing sound of sizzling bacon while awaiting their meal.
The café sold out quickly as bacon enthusiasts flocked to take part in the one-of-a-kind event. The buzz spread quickly, with overwhelmingly positive feedback both in person and across social media. The Today Show weather team broadcasted live from the café, while Nova created an exclusive content piece that aired the following day.
To extend the experience beyond the event, we captured every bacon-filled moment and seeded the content through influencers and Primo’s channels, ensuring the bacon love reached far and wide.
