Rain always plays a powerful, unforgettable role in movies. But what most people don’t realise is that the rain audiences hear is actually the sound of bacon frying. That scene from the Notebook? Bacon. The escape in Shawshank? Bacon. 62 minutes and 40 seconds of the last Batman movie? Yes, also bacon. It’s a foley artist’s secret weapon.
As a proudly carbon-neutral meat brand, Greenfield Natural Meat Co. decided it wasn’t enough for only the taste of their bacon to make a difference. The sound of it should too.
So No Fixed Address created Bacon Is Rain, a library of Greenfield Bacon sizzle sounds recorded in high definition and made available to audio houses across the globe. From a subtle drizzle to huge storms… It’s all Greenfield bacon. The best part is that every download is a donation to One Tree Planted, helping the organisation to restore critical habitats and plant more carbon-sequestering trees.
No Fixed Address’ surprising campaignwork was recorded by audio house,Grayson Music, so the high-definition sizzles are film quality and ready to be used in your next project.
The idea came as a social media spark, as people on TikTok discussed the use of bacon as rain by foley artists. The library of sizzle sounds is accompanied by a social media campaign that uses cheeky headlines that paint a picture of iconic rain scenes in movies only to reveal that it’s actually bacon. The campaign is also being supported by a partnership with Emmy-winning foley artist, Saana Kelly, who has generated over 2.9M TikTok followers by sharing behind-the-scenes snippets of her craft.
The campaign is even promoted with the first-ever billboard to be scored by Mother Nature. When it rains, the weather-triggered digital billboard goes live and shows a video of bacon to prompt people to listen to the bacon (rain) in the air.
The campaign is running across the US and Canada in OOH, digital, and social media. All paid media was handled by No Fixed Address.
D’Arcy Finley, vice president of brands at Maple Leaf Foods & Greenfield Natural Meat Co., stated, “Greenfield’s mission is to make sure people can enjoy bacon and Mother Earth for a long time to come. This surprising insight that the sound of bacon is used to make rain in film allows us to further our mission in a way that’s truly unique to our brand.”
Jamie Marcovitch, executive creative director at No Fixed Address, added “This idea is the perfect intersection of brand mission and cultural fuel. That’s where the magic happens.”
Download rain and donate at soundcloud.com/baconisrain
Credits:
Creative Agency: No Fixed Address
CCOs: Alexis Bronstorph & Kelsey Horne
Executive Creative Director: Jamie Marcovitch
Associate Creative Director: Anton Mwewa
Senior Copywriter: Hayley Mcostrich
VP, Media: Amanda Chapman
Media Director: Fernanda Cunha
VP, Integrated Production: Cherie O’Connor
Senior Producer: Nina Buis
Group Account Director: Shawne Elnicki
Account Supervisor: Sarah Loo
Project Manager: Sydney Bokser
Content Creator: Devante Mowat
VP, Strategy: Brittany Dow
Strategist: Michael Vassos
