By Jonathan Russell

Greenfield Natural Meat Co. has jumped on a recent trend of people comparing the sound of rain with bacon frying.

In its “Bacon Is Rain” campaign, the brand created a library of bacon sizzle sounds that were recorded in high definition and made available to audio houses and creators. The campaign was promoted on TikTok by Emmy-winning foley artist, Saana Kelly, who is known for showing her behind-the-scenes magic to creating audio sounds. The creative used headlines that paint a picture of iconic rain scenes in movies, only to reveal it was actually the sound of bacon sizzling.

“Bacon is Rain” is also being promoted with a billboard 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. It is slated to run across the U.S. and Canada and comprises OOH, digital and social media.

When the sound is downloaded, Greenfield donates to help One Tree Planted restore habitats and plant more carbon-sequestering trees, which aligns with the carbon-neutral meat brand’s ethos, says D’Arcy Finley, VP of brands at Maple Leaf Foods and Greenfield Natural Meat Co.

“Our mission as a carbon-neutral brand is to make sure people can enjoy bacon and Mother Earth for a long time to come. This campaign communicates key elements of our mission in a way that’s special to our brand (and our brand only),” Finley tells strategy.

The campaign creative and media plan was done in collaboration with creative agency No Fixed Address, with the recordings by audio house Grayson Music.

“Every week NFA discusses cultural trends within the social sphere – in a “war room” style,” Finley says. “We have a distinctive and differentiated product; delicious bacon that’s made by a carbon neutral company. When they pitched the idea of using our sizzle to give back to the planet we knew we had something ownable for Greenfield Natural Meat Co.”

This story originally appeared on strategyonline.ca