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HORMEL BLACK LABEL Bacon Smells Like a Good Reason to Wear a Mask in Mouth-Watering Campaign

The campaign from BBDO Minneapolis aims to get America's non-mask-wearers to embrace the meaty whiff

HORMEL BLACK LABEL Bacon Smells Like a Good Reason to Wear a Mask in Mouth-Watering Campaign

As Americans continue to debate the effectiveness of facemasks, there is still one thing nearly everyone can agree on: Bacon is delicious. Which is why BBDO Minneapolis partnered with the makers of HORMEL BLACK LABEL Bacon to introduce HORMEL BLACK LABEL Breathable Bacon. Not just another facemask, it’s a bacon-scented, two-ply, multi-fibre cloth for your face.

Through this latest bacon-novation, perhaps Americans will find common ground - if they can agree on eating bacon, maybe they can agree on inhaling it.

Now through 28th October, bacon lovers can go to the website and enter for their chance to receive a free, limited edition package of HORMEL BLACK LABEL Breathable Bacon.

“This is the most delicious smelling way to stay safe, especially while out shopping at the grocery store for the delicious thing you’re smelling.” said creative director, David Mackereth.

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Client: Hormel Foods

Marketing Director: Amy Sand

Senior Brand Manager: Nick Schweitzer

Associate Brand Manager: John Hernandez


Agency: BBDO Minneapolis

Executive Creative Director: Tim Mattimore

Creative Directors: David Mackereth, Nathalia Resende

Art Directors: Meghan Rongitsch, Brit Ryan

Copywriters: Matthew Cermak, Joanna Stubbins

Production Designers: Chelsea Siegfried, Karen Hanson

Producer: Peter McLarnan

Project Management: Jessica Teigen

SVP Group Account Director: Ali Siviter

Account Director: Kelli Bovin

Planning Director: Theo Schweitz

Account Executive: Nora Kubiaczyk


Production Company: Flare Minneapolis

Director, Editor: David Holmdahl

Music: HiFi

Category: Food , Meat & Fish