Republic of Bacon

Maple Leaf Bacon is promoting its products with an integrated advertising campaign, the Republic of Bacon, dedicated to bacon and the people who love it. The campaign includes three broadcast spots and the microsite, The site, in French and English, includes a casino where visitors can win bacon for a decade, a red light district for edgier videos, a restaurant with bacon recipes, a Public Service Announcements section where a Bacon Safety Sergeant provides bacon safety tips. Three videos, Sorry, Spa and Apology, demonstrate that life is good in the Republic of Bacon. “Anthem” provides a hum-a-long piece of bacon-related patriotism.

Republic of Bacon site

Click on the image below to play the Proposal video.

Click on the image below to play the Spa video.

Click on the image below to play the Apology video.

Click on the image below to play the Anthem video.

Welcome to the nation where all our citizens are free to love bacon freely. To a land where people and bacon co-exist without rule. Without judgment. Or shame. A place where bacon is held on the highest of pedestals, and the second highest pedestal as well. Welcome to the Republic of Bacon. We hope you’re not vegetarian.


The Republic of Bacon campaign was developed at john st., Toronto, by creative directors Stephen Jurisic, Angus Tucker, art director Patrick Shing, copywriter Paul Constantakis, broadcast producer Dale Giffen, account team Melissa Tobenstein, Robyn Crookshank, Tara Giacinti, digital producers Ryan O’Hagan and Cas Ward.

Filming was shot by director Michael Downing via Suneeva, Toronto, executive producer Michi Lepik-Stahl, line producer Kim Hubert, director of photography Bryan Newman.

Editorial work was done by Ross Birchall at Bijou Editorial, Toronto. Post production was done at Soho Post, Toronto. Music and sound design were produced at Vapor Music, Toronto.

Web development was done at Pixelpusher, Toronto