Bringing home
the peameal bacon.
Lou’s Kitchen makes every meal memorable.
Lou’s Kitchen has been helping Canadians bring bold flavor to the table for decades. Their peameal bacon – a juicier, protein-packed alternative to strip bacon – was underexplored. We set out to show how versatile, crave-worthy, and delicious it could be, giving Canadians a reason to think peameal beyond breakfast.
Challenge
Peameal bacon was stuck in the breakfast zone. Many consumers overlooked its taste, convenience, and nutrition. Lou’s Kitchen needed to spark awareness and get bacon fans to give it a try.
Insight
Consumers are willing to try alternatives if they see clear benefits and fun ways to enjoy them. Peameal’s versatility and flavor made it ripe for a playful, visual approach.
Idea
The ‘Think Peameal’ campaign turned imagination into appetite. Short social videos showed people literally grabbing peameal bacon from their daydreams, paired with mouthwatering food shots across meals. The campaign delivered millions of impressions, viral social hits, and increased awareness and consideration for peameal bacon.
