In March 2002, DBMC launched a promotional campaign that appeared on 5.7 million packets of Danish bacon. The competition required people to stimulate their senses by guessing sounds over the telephone. Entry forms, attached to packs of own-label Danish bacon, gave entrants the choice of two sounds related to the great prizes on offer. Five different prizes were available, including a year's free shopping and a trip to Sun City, South Africa.

The on-pack promotion ran in most major retailers and entry forms were also made available to independents. Supporting promotional material was also provided.

The campaign builds on the new Danish Bacon ads which play on the nation's love affair of the bacon aroma.

In May 2000, DBMC launched a £1 million on-pack promotional campaign, which gave bacon lovers across the UK the chance to win a once in a lifetime luxury holiday.

The on-pack promotion ran in most major retailers and the winner received a fantastic 30 day holiday around the world with Club Class. Five runners up received a family holiday in Thailand in association with Thai Airways. Each winner also received £1,000 to help them enjoy their holiday to the full. The campaign was supported with PR and advertising on radio stations across the country.

As an added incentive, each promotional Danish pack carried a free entry prize draw to win one of 2000 free breakfasts at Jarvis hotels - all prize winners also qualified for special discounts on weekend breaks.

On the day itself, DBMC ran a humorous radio campaign to remind people that Danish bacon was the perfect cure for a millennium hangover.