OSCAR MAYER | “Still Smokin’” 12-Hour Bacon

THE BACKGROUND
Oscar Mayer’s bacon business was strong, but lagging in purchase frequency and consideration amongst the heaviest bacon consumers.

THE CHALLENGE
As arguably the largest meat brand in America, Oscar Mayer bacon was often seen as a generic “mainstream” bacon that wasn’t seen as “legitimate” for true bacon lovers.

THE “A-HA”
While Oscar Mayer bacon was seen as industry average, the truth was that Oscar Mayer bacon was smoked nearly 2x as long as industry standard (12 hours vs the industry standard of 4-6 hours).

THE INSIGHT
When you’re really serious about savoring smoked bacon, you need a brand that seriously smokes it.

THE IDEA
Oscar Mayer bacon is “Smoked Unexpectedly Long.” With bacon that’s smoked for an almost ridiculous 12 hours, it’s smoked so long you won’t believe how long it goes on to reach Oscar Mayer flavor.

To bring this to life, we made ads that didn’t end even after it looked like they did.