If TikTok is any indication, people are keenly interested in “making their bae a basket,” a trend approaching nearly 65 million views.

Greenfield is inserting itself into the conversation by introducing bacon, or rather “Bae-con,” baskets to connect with pork-partial audiences for Valentine’s Day.

“At Greenfield, we’re always looking for new ways to connect with our audience about the importance of choosing products made by a carbon-neutral food company,” says D’Arcy Finley, vice president of brand marketing at Maple Leaf Foods & Greenfield Natural Meat Co. “Using cultural moments as a way to let people know that they can enjoy what they love – and do good by the planet – is another way to engage people in our mission.”

The Bae-con Basket serves as an extension to Greenfield’s Low Carb(on) Diet platform that launched last summer with creative agency No Fixed Address. Greenfield launched the campaign to reinforce how much it values showing love to Mother Nature via food choices, explains Rena Menkes Hula, group creative director at No Fixed Address.

“When we introduced the Low Carb(on) Diet last year, our goal was to build a platform that could not only showcase how delicious and easy it is to eat with the planet in mind, but one that could make a low-carbon lifestyle top of mind all year round,” she says.

In addition to big campaign pushes, No Fixed Address has been tasked with keeping Greenfield top of mind year-round, while connecting it with more cultural moments, Menkes Hula explains.

“While they have not activated around Valentine’s Day in the past, a day centered around love seemed like the perfect moment to bring to life a truth for the brand – that you can love bacon and Mother Nature at the same time,” Menkes Hula says.

The strategy is being executed across North America. For this campaign, the contest post is targeted at Greenfield’s key U.S. markets, leveraging paid media. Six U.S.-based influencers are also collaborating with the brand by making their own baskets and encouraging others to enter the contest to win their own.

The key target audience is millennial women with an interest in sustainability and healthy eating. The segment is also usually the key decision makers in their households with a particular interest in shopping ethically.

NFA built the media strategy and Fuse Media executed it.