Earlier this month, Pennsylvania police announced the theft of 100,000 eggs in Antrim Township. Now, Greenfield Natural Meats is launching the “Bacon Bounty” campaign which crowd sources crime-solving tips from online investigators in exchange for a chance to win a year’s worth of free bacon.

The Maple Leaf Foods brand is using the Feb. 1 disappearance of $40,000 US worth of eggs as the entry point into its latest bit of unconventional bacon branding devised alongside creative agency No Fixed Address.

“The story of the stolen eggs created a massive stir online. People are passionate about finding the stolen eggs and, needless to say, so are we,” Maple Leaf Food VP of brand and marketing D’Arcy Finley said in a release. “At Greenfield, making meat right goes beyond responsible farming – it’s about doing the right thing, full stop. And sometimes, that also means stepping in to crack an egg heist wide open.”

The interactive element features the tips hotline 1-877-4EGGTIP and calls on consumers to share Greenfield’s missing eggs poster through TheBaconBounty.com and Instagram for a chance to win.

No Fixed Address is the agency partner for the campaign, while media agency Fuse and influencer agency TIA also contributed. The campaign features on social media and includes OOH that extends into Antrim Township where the heist took place.

Jamie Marcovitch, ECD at No Fixed Address, says that, while Greenfield already has a strong brand presence in the U.S., “Bacon Bounty” marks the first time the company has engaged with an on-the-ground, grassroots approach stateside.

In the past, Greenfield and No Fixed Address leveraged consumer interest in sustainability with the carbon-neutral BLT and online trends with the “Bacon Is Rain” sound-library concept. Marcovitch says the latest campaign represents a logical next step.

“We’re all about finding true cultural and consumer insights when it comes to bacon,” Marcovitch tells strategy. “With ‘Bacon is Rain’ it was cultural, as we revealed the fact that in movies the sound of rain is actually bacon. For ‘Bacon Bounty,’ it’s based more in the consumer insight world. Anyone who loves bacon (which is pretty much everyone) knows that the only thing that can make bacon better is eggs. They need each other. So when we heard about the theft of 100,000 of them we knew Greenfield Natural Meat Co. had to get involved.”