Turning a commodity into a powerful brand
To execute Black Label's mission of elevating bacon to its rightful place in culture, we built many firsts — the first International Bacon Film Festival, the world’s first bacon-fueled motorcycle, and the first Virtual Reality eCommerce experience allowing you buy bacon with your eyes.
A HOG THAT RUNS ON HOG
People love bacon. They savor every bite. But the grease? That just ends up in the trash. That trash became a mobile billboard for Black Label Bacon by creating a motorcycle that runs on bacon grease. We took the bike across the country. And when your exhaust smells like bacon, you make quite a few friends along the way.
The bike racked up over 500MM+ earned impressions, 32 million social media impressions and increased retail shipments by 2 million pounds. It was invited to be a feature vehicle at the ALT Fuel Summit.
THE REGGIE WATTS BACON EXPERIENCE
Bacon always sounds delicious. But we wanted to make it sound even more delicious. So, we turned up the sizzle with the help of musician-comedian-extraordinaire Reggie Watts.
This campaign generated 150MM + earned media impressions and was a 2017 Webby Honoree.
BUY BACON WITH YOUR EYES
This experience is the world's first world’s first mobile-based VR shopping experience. That sounds complicated, but it allows you to do something simple and completely intuitive—buy bacon with your eyes. The custom viewer has bacon-scented scratch and sniff technology, and lets you explore different flavorscapes for each of the different bacons, taking the fantasy of bacon to new heights.
The Black Market generated 200MM + earned media impressions, and was a 2017 Webby Nominee.