FARMLAND BACON CLUB

Strategically a CRM program, the Farmland Bacon Club quickly became a place for bacon lovers to connect, talk, taste, write, post, inspire, design, win, view, vote, like, upload, download, wear, create, influence, and share their passion for all things bacon. Over 250,000 people joined the club. Farmland saw an 83% increase in people who believe Farmland bacon is a brand for people like them, 14% increase in purchase, 8.4% increase in distribution and 7.3% in sales. The campaign also won 4 regional ADDYs and 2 district ADDYs.

Content-driven website had an average session duration of 2 minutes and 17 seconds,
compared to an average of under 1 minute on most consumer brand sites.

The Bacon Club Store was a destination within the site where bacon lovers could buy original bacon merch.

Social influencers Carrie Keagan (VH1 and G4 Attack of the Show) and The Brothers Riedell (YouTube comedy and music personalities) served as Bacon Club hosts. Their fans and followers became card-carrying Bacon Club members
and helped recruit new bacon lovers to join the club via social media.

Monthly e-newsletters alerted Bacon Club members to new content and promotions, keeping them coming back to the Club. Monthly open rates averaged 31.6% (compared to newsletter industry average of 21.4%) and click rates averaged over 16.7% (compared to newsletter industry average of 2.7%).

OUTDOOR BOARDS drove buzz, awareness and memberships in keymarkets.

The Bacon Club manifesto set the tone for all things Bacon Club.
It was featured on the back of the Bacon Club membership card, showcased on the website, and displayed on posters.

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