Bacon as Rain Sound Library | Clapboard Ad Archive

Bacon Is Rain: Sweet Sizzling Sounds For The Planet

Description

In October 2024, Greenfield Natural Meat Co., in collaboration with the creative agency No Fixed Address, launched an innovative campaign titled "Bacon Is Rain: Sweet Sizzling Sounds For The Planet" in the United States. This audio, film, and integrated media campaign redefines the sensory impact of bacon by spotlighting a little-known foley artist secret: the iconic sound of rain in movies is often created by the sizzling of bacon. By tapping into this unique cultural insight, Greenfield, a proudly carbon-neutral meat brand, transformed the familiar bacon sizzle into a powerful environmental statement. The campaign introduces a high-definition library of Greenfield's bacon sizzle sounds, recorded by audio house Grayson Music, made accessible globally to audio professionals for use in commercials, films, and other projects. Each download supports One Tree Planted, donating funds to restore habitats and plant carbon-sequestering trees, thereby making every listen an act of environmental preservation. Sparked by a viral TikTok discussion and amplified through a social media campaign featuring cheeky headlines that cleverly reveal the truth behind iconic rain scenes in film, the initiative also benefits from a partnership with Emmy-winning foley artist Saana Kelly, whose behind-the-scenes content engages a following of nearly three million. Innovatively promoted with a weather-triggered digital billboard that activates during rain to showcase sizzling bacon visuals, the campaign bridges nature, creativity, and brand purpose. Spanning out-of-home, digital, and social platforms across the U.S. and Canada, all paid media efforts are managed by No Fixed Address. D’Arcy Finley, Vice President of Brands at Maple Leaf Foods & Greenfield Natural Meat Co., emphasizes that this surprising insight allows Greenfield to advance its mission of sustainable enjoyment of bacon and the planet in a fresh and engaging way. Executive Creative Director Jamie Marcovitch calls the idea the perfect intersection of brand mission and cultural relevance, highlighting how this campaign’s blend of clever storytelling and environmental responsibility creates compelling brand magic. The campaign invites creators worldwide to download and use these sizzling sounds as rain in their next projects, combining creativity with a purpose-driven contribution to the planet.

Credits

Client

Greenfield Natural Meat Co.

Agency

No Fixed Address

Chief Creative Officer

Alexis Bronstorph & Kelsey Horne

Executive Creative Director

Jamie Marcovitch

Creative Director

Anton Mwewa

Producer

Hayley Mcostrich, Nina Buis

Vice President

Amanda Chapman, Cherie O’Connor, Brittany Dow

Media Director

Fernanda Cunha

Account Management

Shawne Elnicki, Sarah Loo

Project Manager

Sydney Bokser

Content Creator

Devante Mowat

Strategic Planner

Michael Vassos

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Campaign Proposition

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