On February 1, 100,00 eggs were stolen from the back of Pete & Gerry’s Organics’ distribution trailer in Pennsylvania. No Fixed Address and Greenfield Natural Meat Co., the brand of humanely produced bacon, saw the tactical ad opportunity immediately. Bacon without eggs is a tragedy…and the bizarre robbery was making headlines right across the US (and even in the UK).
They enlist the helped of internet sleuths to solve the crime baffling detectives. Their Bacon Bounty offered a year’s supply of free bacon to anyone who helped to crack the case of the missing eggs. Greenfield asked people to share the MISSING EGGS poster, which could be found on TheBaconBounty.com and on Instagram @greenfieldmeatco, and phone in tips or clues about the whereabouts of the stolen eggs via their Bacon Bounty Tip Line at 1-877-4EGGTIP.
The winner will be picked by random draw or once the case is solved, whichever comes first.
D’Arcy Finley, VP brand and marketing at Maple Leaf Foods, stated, “The story of the stolen eggs created a massive stir online. People are passionate about finding the stolen eggs and, needless to say, so are we. At Greenfield, making meat right goes beyond responsible farming – it’s about doing the right thing, full stop. And sometimes, that also means stepping in to crack an egg heist wide open.”
No Fixed Address worked with , media agency FUSE, and influencer agency TIA, on the campaign that is being supported on social, OOH, and locally in the town and county where the theft took place.
“We know how quickly cyber sleuths can find answers and solve cases when properly motivated…” stated Alexis Bronstorph, CCO at No Fixed Address. “So, we’re calling on internet warriors across the web to help crack the case of the missing eggs.”
Client: Greenfield Natural Meat Co.
Vice-President of Brands at Maple Leaf Foods & Greenfield Natural Meat Co: D’Arcy Finley
Brand Managers: Lauren Kohn & Lauren Stone
Creative Agency: No Fixed Address
Chief Creative Officers: Alexis Bronstorph & Kelsey Horne
Executive Creative Director: Jamie Marcovitch
Creative Director: Natasha Michalowska
Associate Creative Directors: Ryan Lawrence & Meriç Karabukut
Strategists: Britt Dow, Michael Vassos & Nicole Mason
Creative Technologist: Darrin Patey
Group Account Director: Shawne Elnicki
Account Supervisor: Logan Thomlinson
Project Manager: Sydney Bokser
Integrated Producer: Cherie O’Connor
Studio Manager: Sheila Jacklin
Motion Designer: Gavin Gillespie
Influencer Agency: The Influencer Agency
Media Agency: Fuse Media
