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In certain circles of ultra-hip foodies and culinary reactionaries, the bacon craze of the aughts has come and gone. But some interested parties—those who sell bacon, everyone who loves bacon—aren't ready to declare America's favorite pork meat passé.
In fact, Oscar Mayer wants to elevate bacon to a new echelon: It's not just a breakfast cut; it's currency.
The brand's new "Bacon Barter" campaign, spearheaded by digital agency 360i, is sending a traveler on a cross-country road trip sans cash—providing him instead with a tractor-trailer full of bacon, which he will trade for necessities along the way.
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