Dive Temporary:
- Oscar Mayer immediately (Dec. 12) launched a nationwide marketing campaign, “A Facet of Bacon,” by means of a tie-up with Mint Cell, the wi-fi service owned by Ryan Reynolds, per particulars shared with Advertising Dive.
- Key to the hassle is a 15-second spot touting a suggestion for customers who buy any three-month Mint Cell plan to obtain a coupon totally free Oscar Mayer bacon. Oscar Mayer can be partnering with native companies to supply customers free bacon with their purchases.
- “A Facet of Bacon” will moreover span out-of-home, social media and creator partnerships. The trouble marks an extension of Oscar Mayer’s “Preserve it Oscar” platform and follows a string of artistic swings from each the Kraft Heinz model and Mint Cell this 12 months.
Dive Perception:
Oscar Mayer is on a mission to show that bacon is a obligatory accent to any buy with its “A Facet of Bacon” marketing campaign, beginning first with a partnership with Mint Cell to supply those that purchase into the wi-fi service a free facet of bacon. The transfer brings collectively two manufacturers which have each sought to seize the essence of disruptive advertising this 12 months by means of strikes like Mint’s generative synthetic intelligence-supported industrial and Oscar Mayer’s transformation of its iconic Wienermobile right into a Las Vegas wedding ceremony chapel.
Kicking off the marketing campaign is a 15-second spot starring Reynolds, who is usually a focus in Mint’s adverts. The spot begins with Reynolds introducing a brand new deal for customers permitting them to get three months of premium wi-fi service totally free with the acquisition of any three-month plan, noting that it’s a “nice option to save clams,” cheddar and bread, earlier than selecting bacon, at which level Oscar Mayer branding prompts the extra free bacon provide to those that go to a devoted microsite.
Shoppers are inspired to study extra concerning the push by visiting a separate microsite or by following Oscar Mayer and Mint Cell on Instagram. The “A Facet of Bacon” marketing campaign was developed by Johannes Leonardo with Starcom’s P57 on U.S. media and Zeno Group on public relations and creator activations.
Together with the Mint Cell tie-up, Oscar Mayer has partnered with native companies throughout Atlanta, New York Metropolis and Florida to offer customers free bacon after they make a purchase order from institutions spanning a tattoo parlor, scuba diving facility, dental workplace and extra, per particulars shared with Advertising Dive. In New York, companies like Leisure Centre Classic Clothes, Grandview Tattoos and European Wax Heart will hand out ready-to-eat bacon to customers who make a purchase order. Moreover, all associate areas will characteristic marketing campaign artistic inclusive of a QR code that enables prospects so as to add Oscar Mayer bacon to their carts for his or her in-store purchases.
The most recent marketing campaign from Oscar Mayer marks an extension of its “Preserve it Oscar” model platform, which it launched in 2021 in a push to emphasise unity and lighthearted enjoyable. Different activations which have come from the platform this 12 months — along with its make-shift Vegas wedding ceremony chapel — have included the rebranding of its Wienermobile to change into the Frankmobile, the primary such change for the automobile since its 1936 debut.
