When Oscar Mayer launched their new Butcher Thick Cut bacon, they needed to raise awareness for the new product and prove they had the thickest bacon on the market. Since our research showed that there are more online conversations about bacon than about Kanye West, Tom Cruise and Lady Gaga combined, our objective was simple: focus all that conversation around Butcher Thick Cut. We set out to harness this passion by challenging bacon-lovers across America to prove their bacon passion.

Launch the campaign
Published
July 2013
Topics

The Story

When Oscar Mayer launched their new Butcher Thick Cut bacon, they needed to raise awareness for the new product and prove they had the thickest bacon on the market. Since our research showed that there are more online conversations about bacon than about Kanye West, Tom Cruise and Lady Gaga combined, our objective was simple: focus all that conversation around Butcher Thick Cut. We set out to harness this passion by challenging bacon-lovers across America to prove their bacon passion.

We recreated the classic American cross-country odyssey (NY to LA) using only bacon and social media. We enlisted a regular guy, Josh Sankey, to serve as our unlikely hero to field and make barters via social media along the way. To ensure the call for barters reached the masses, we partnered with a leading lifestyle publication to promote the effort and used influencer marketing to seed the story, teaming up with key online influencers in the food, travel and entertainment verticals to spread the word.

The Technology

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    Social

    Twitter

    Facebook

The Results

Upon reaching LA, Josh had physically bartered 2,168 bricks of bacon with over 1,000 bacon-lovers across 3,125 miles. And Oscar Mayer had became America’s most talked about bacon brand. Barter offers included the essentials as well as more outlandish bids, such as bacon for a real tattoo, fire-breathing lessons and coveted tickets to NFL Opening Day. The campaign drove more than 336 million earned media impressions, conversations about Oscar Mayer doubled and the brand saw a 41% increase in positive sentiment. During the campaign, Oscar Mayer generated more online buzz than its four biggest competitors combined. At one point during the effort, the #BaconBarter hashtag was being used every 60 seconds. Top media outlets including The New York Times, The Huffington Post, USA Today, ESPN and NPR covered Josh’s journey.

336

million media impressions

Launch Date Sept. 1, 2012