Maple Leaf Foods is touting the life-altering powers of its Ready Crisp Bacon, with its new “Change your life with bacon” campaign targeted specifically at moms.

With creative and media planning by John St. and Maple Leaf Foods’ internal marketing team, the campaign relies on a social microsite, which features a series of light-hearted videos in which an overworked mom gets a chance to relax after she discovers that bacon can be used to motivate her family to do chores around the house.

The site also houses a bacon chore chart, which suggests bacon-related rewards for completing certain tasks, including a BLT sandwiches for changing a light bulb or bacon and eggs for washing the dishes. To support the campaign, Maple Leaf will look to seed this content through bloggers and key influencers.

To round out the campaign, Maple Leaf will also donate a meal to a local food bank each time a video is shared on Facebook, with the goal of donating 10,000 meals.

Stephen Jurisic, co-ECD, John St., tells MiC that this campaign differs for Maple Leaf, because it typically would have relied more heavily on traditional paid media buys than on social and digital alone. He says social was a natural fit for the campaign, given the overwhelming popularity of bacon in the social sphere.

The campaign will run for six weeks, after which Maple Leaf will assess it and look to build on it through other channels.

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