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. The teaser promo below, a polished play on infomercial style, includes such illustrative gems as a beaming woman clutching a pitcher emptied of lemonade and filled with bacon. The campaign smartly integrates with social media, which the brand will use to source goods for its well-cast adventurer, comedian Josh Sankey.
Sankey began his expedition on Sunday in New York by bartering his way into a Jets game. He will use his 3,000 pounds of bacon to barter for everything, including food, gas and lodging. He'll hit 12 cities in all. His trip will wrap up Sept. 23 in Los Angeles.
Overall, it's just a really clever, upbeat and simple idea that rewards consumers with amusement—and bacon—without getting in its own way. Because, coronary-inducing properties aside, bacon is delicious. It's addictive. It might even have better prospects than the greenback.
Forget gold, Ron Paul. Peddle the bacon standard.
Client: Oscar Mayer
Agency: 360i, New York
Chief Creative Officer: Adam Kerj
Associate Creative Director: Aaron Mosher, David Yankelewitz
Executive Producer: Marc Calamia
Talent: Joshua Sankey
Senior Producer: Fred Kluth
Production Coordinator, Tour Manager: Alanda Fellows
Senior Art Director: Megan Schulist
Senior Copywriter: David Bourla
Digital Strategist: Amie Dowker
Senior Strategist: Keane Angle
Associate Social Marketing Strategist: Rebecca Carlson
Community Manager: Brenda Zarate
Community Supervisor: Chloe Mathieu-Phillips
Technical Director: Robert Durbin
Vice President, Influencer Marketing: Rebecca McCuiston
Senior Social Publicist: Margot Inzetta
Associate Social Publicist: Justin Schwartz
Production Partner: NBTV Studios
Senior Account Manager: Stephanie Dolan
Account Director: Laura Honeycutt
Executive Producers: Nick Buzzell, Brant Kantor
Story Producer: Eric Liebman
Director of Photography: Jonathan Schell