The archive · Marketing & Growth · Marketing decision · 2024–2026
Bacon is Rain: a bacon brand records rain sounds using real bacon
Greenfield found that foley artists fake rain with frying bacon, so it built a free sound library of real sizzles — every download plants a tree.
Greenfield Natural Meat Co.
What it had to solve
Greenfield Natural Meat Co., Maple Leaf Foods' carbon-neutral bacon brand, wanted to reach beyond grocery shoppers. Its agency No Fixed Address noticed a surge of TikTok discussion about a little-known film-industry trick: foley artists fry bacon to create the sound of rain. Greenfield turned that piece of craft trivia into an audio product that made its sustainability mission tangible — the sound of its bacon, given away, with the planet as the beneficiary.
How it works
Greenfield Natural Meat Co., Maple Leaf Foods' carbon-neutral bacon brand, wanted to reach beyond grocery shoppers. Its agency No Fixed Address noticed a surge of TikTok discussion about a little-known film-industry trick: foley artists fry bacon to create the sound of rain. The brand turned that piece of craft trivia into an audio product that made its sustainability mission tangible.
Audio house Grayson Music fried Greenfield bacon at different temperatures to capture a whole library of rain sounds — light drizzle at low heat, heavy rain at high heat, rain on a tin roof, rain on a car window — and released them free on SoundCloud for audio houses to use in TV and film. Every download triggered a donation to One Tree Planted, the nonprofit that restores habitats by planting carbon-sequestering trees.
No Fixed Address backed the library with a film that placed real movie rain scenes — the upside-down kiss from Spider-Man, the escape from Shawshank, the rowboat kiss from The Notebook — over studio sizzle, revealing that 'all that rain is actually bacon.' The campaign also included what the agency called the first billboard scored by Mother Nature: a weather-triggered digital screen that played bacon footage whenever it rained, plus a partnership with Emmy-winning foley artist Saana Kelly, who has 2.9 million TikTok followers.
The work ran across the U.S. and Canada in OOH, digital and social. In December 2024 the idea evolved into Cozy Bacon 4K, a twelve-hour fireplace parody built from the same sizzle bank, and in April 2026 the 30th Annual Webby Awards named Bacon is Rain the winner in Food & Beverage, Branded Content.
Why it lands
- The insight was real craft knowledge with fresh social momentum, so the campaign educated its audience instead of interrupting it.
- The deliverable was useful: a free, high-definition sound library that film and TV audio houses could actually adopt.
- Tying every download to a tree donation made the carbon-neutral claim something the audience did, not just something the brand said.
- The sound library became a platform: the same sizzle bank powered the Cozy Bacon fireplace follow-up, extending the idea beyond one launch.
What it did
The library reframed the brand's carbon-neutral claim as a gift to the industry that already used its product's sound, and the campaign ran across the U.S. and Canada in OOH, digital and social. In December 2024 the idea evolved into Cozy Bacon 4K, a twelve-hour fireplace parody built from the same sizzle bank, and in April 2026 the 30th Annual Webby Awards named Bacon is Rain the winner in Food & Beverage, Branded Content.
What you can take
Turn a niche industry trick into your brand's own asset: a carbon-neutral bacon brand gave away the sound of its product, and the downloads themselves funded the mission.
Since then
Bacon is Rain ran across the U.S. and Canada from October 2024, with the SoundCloud library open to audio houses and every download donating to One Tree Planted. Greenfield extended the ambience idea in December 2024 with Cozy Bacon 4K, twelve hours of bacon sizzle parodying the fireplace channel and built from the same recorded sound bank, and No Fixed Address continued to position the brand as owning the sound of comfort. In April 2026 the 30th Annual Webby Awards honored the campaign as the Food & Beverage winner in Branded Content.
Sources
- Greenfield Natural Meat creates an audio library of bacon sizzles
- Bacon Is Rain: Sweet Sizzling Sounds For The Planet
- Greenfield Is Upping the Cozy Vibes with a Bacon Take On the Fireplace Channel
- The advertising, media, and PR award winners from the 30th annual Webby Awards
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