In a remote rain drenched part of Denmark, a goat has caused a 4X4 to skid off the road and it now balances on the edge of a steep ravine. Two rangers are inside and acknowledge the seriousness of the situation. One ranger remarks that it’s so serious, it’s “Danepak Serious”, and he holds up a pack of Danepak to the camera. As he continues, a stove has appeared in the car and he’s cooking three rashers of crispy, sizzling bacon. Whilst cooking, he explains Danepak’s new packaging development: “Nobody takes their bacon as seriously as Danepak. It even now comes with a recloseable pack. You just open. And close.” His colleague is in awe of the bacon. Ignoring the ravine below and the see-sawing of the car, she gets out to “get some ketchup”. A Danepak pack and logo appear, with the campaign endline: “We’re Danepak serious about bacon.”