The pre-eminence of Danish bacon in the UK is a result of years of dedication to high standards and a determination to build a strong brand identity for all bacon exported to the UK.

The Danish Bacon & Meat Council represents DS and the Danish pig industry in the important UK market. Its main responsibility is the management of a major programme of marketing activity in support of Danish Bacon, which includes:

• Advertising
  
  
• Promotional Activity
  
  
• Public Relations
  
  
• Corporate Affairs
  
  
• Market Research

The programme is developed in close co-operation with the Danish Bacon selling companies trading in the UK market.

The Danish Bacon Marque Danish Bacon has received consistent advertising and promotional support since the 1950s. Originally, the advertising and promotion focused on the 'straight-line' Danish stripmark (pictured below) which was stamped on all bacon sides approved for shipment to the UK.

'straight-line' logo

During the 1960s, the 'straight-line' version was replaced with the 'wavy' Danish sizzle marque and this version is used exclusively today. 90 per cent of housewives spontaneously associate this symbol with Danish bacon.

Current logo

The long-running programme of marketing support has given Danish bacon the status of a brand in the UK market. In recent research, around a third of consumers spontaneously named Danish as their preferred bacon, and over 90 per cent were familiar with the campaign slogan "Good bacon has Danish written all over it".