Dive Transient:
- Oscar Mayer at the moment (Dec. 12) launched a nationwide marketing campaign, “A Aspect of Bacon,” by means of a tie-up with Mint Cellular, 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 proposal for shoppers who buy any three-month Mint Cellular plan to obtain a coupon at no cost Oscar Mayer bacon. Oscar Mayer can be partnering with native companies to supply shoppers free bacon with their purchases.
- “A Aspect of Bacon” will moreover span out-of-home, social media and creator partnerships. The hassle marks an extension of Oscar Mayer’s “Hold it Oscar” platform and follows a string of inventive swings from each the Kraft Heinz model and Mint Cellular this yr.
Dive Perception:
Oscar Mayer is on a mission to show that bacon is a needed accent to any buy with its “A Aspect of Bacon” marketing campaign, beginning first with a partnership with Mint Cellular 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 and marketing this yr 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 marriage ceremony chapel.
Kicking off the marketing campaign is a 15-second spot starring Reynolds, who is usually a focus in Mint’s advertisements. The spot begins with Reynolds introducing a brand new deal for shoppers permitting them to get three months of premium wi-fi service at no cost with the acquisition of any three-month plan, noting that it’s a “nice option to save clams,” cheddar and bread, earlier than deciding on bacon, at which level Oscar Mayer branding prompts the extra free bacon supply to those that go to a devoted microsite.
Shoppers are inspired to be taught extra concerning the push by visiting a separate microsite or by following Oscar Mayer and Mint Cellular on Instagram. The “A Aspect 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 Cellular tie-up, Oscar Mayer has partnered with native companies throughout Atlanta, New York Metropolis and Florida to provide shoppers free bacon once 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 Middle will hand out ready-to-eat bacon to shoppers who make a purchase order. Moreover, all companion places will characteristic marketing campaign inventive inclusive of a QR code that permits clients so as to add Oscar Mayer bacon to their carts for his or her in-store purchases.
The newest marketing campaign from Oscar Mayer marks an extension of its “Hold 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 yr — along with its make-shift Vegas marriage 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.
