Oscar Mayer: Sizzl [video]

Credits & Description:

Brand: Oscar Mayer
Country: USA
Advertising Agency: 360i, New York
Entrant Company: 360i, New York
Media Agency: 360i, New York
Pr Agency: 360i, New York
Production Company: Carbon Vfx, New York
Additional Company: Carbon Vfx, New York
Creative Director: Dave Yankelewitz (360i)
Executive Producer: Dinah Rodriguez (Park Productions)
Copywriter: Shloimy Notik (360i)
Senior Account Manager: Ashley Ackerman (360i)
Art Director: Chad Oconnell (360i)
Head Of Marketing: Eric Dahmer (The Kraft Heinz Company)
Sr. Director Integrated Marketing And Advertising: Tom Bick (The Kraft Heinz Company)
Key Costumer: Heather Montagna (Park Productions)
Senior Integrated Producer: Jamie-Leigh Florence (360i)
Post Production: Marcia Wigley (Whitehouse Post)
Director: Terri Timely (Park Productions)
Supervising Producer: Christopher Grove (Park Productions)
Ux Designer: Jesse Shaver (360i)
Senior Content Producer: Lucy Scott (360i)
Associate Integrated Producer: Anissa Richmond (360i)
Editor: Caleb Hepler (Whitehouse Post)
Senior Strategist: Leslie Turley (360i)
Designer: Peter Chang (360i)
Brand Manager: Collette Lee (The Kraft Heinz Company)
Line Producer: David Lambert (Park Productions)
Group Director, Content Production: Phil Pessaro (360i)
Designer: Yossi Belkin (360i)
Creative Director: Aaron Mosher (360i)
Creative Director: Heather English (360i)
Executive Producer: Jackie Kelman Bisbee (Park Productions)
Director Of Photography: James Whitaker (Park Productions)
Production Designer: Jona Tochet (Park Productions)
Group Account Director: Meredith Smyth (360i)
Chief Creative Officer: Pierre Lipton (360i)
Production Company: Park Pictures / New York, Whitehouse Post / New York, Carbon Vfx / New York, The Lodge / New York, Fuzz Productions / New York
Synopsis:
It’s a universal truth: people LOVE bacon. Digital insights found that bacon even had more searches and social buzz than Kanye West. Bacon is having a major moment that extends beyond the breakfast table, showing up everywhere from basic sandwiches to five-star molecular gastronomy, and even in cocktails and desserts. People’s love for bacon is passionate – but fickle. When it came to bacon brand loyalty, people weren’t committing, opting to take home whatever brand of bacon caught their eye. We needed to help them find “the one”.
Outcome:
With 54,000 app downloads, 2.8 million interactions, and receiving more than 890 million earned impressions, Sizzl transcended newsworthiness to become an outright cultural phenomenon. Sizzl was the topic of nearly 5,000 stories in the press, including feature coverage on national television programs like The Today Show, MSNBC, and Late Night with Seth Meyers, and outlets like USA Today, TIME, GQ, TechCrunch, and Mashable. People were finally showing love not just for bacon, but for Oscar Mayer bacon; a love that grew Oscar Mayer sales by 5.4% when bacon category sales were down 4.2%.
Strategy:
Rather than targeting everyone who loves bacon, we focused on the 16.2 million “bacon switchers,” in the U.S. They’re women, between the ages of 25 and 55, who run their lives from their iPhones and routinely buy one pound of bacon a week. After conducting a series of ethnographies where we spoke and went shopping with bacon switchers, it became clear that while buying bacon may be functional their relationship with bacon was personal. They listed off bacon preferences like they would a checklist for a potential love match – crispy or thick-cut, hickory-smoked or naturally smoked, chewy or burnt to a crisp? Therefore, our strategy was to link the process of finding the right bacon to that of finding love. There are a lot of options out there, especially in today’s dating app world. But it’s important to be selective.
Execution:
We first seeded the app with an early-access email blast to current Oscar Mayer bacon customers and partnered with celebrity Lamorne Morris from the sitcom New Girl to be one of the first people on the app looking to find love. The campaign launched with a quirky promotional video parodying the woes of finding love on dating apps today and was supported with paid digital programmatic display, pre-roll, iOS-targeted app download ads, search, and social content across Facebook, Twitter and Tumblr that all drove to Oscar Mayer’s website FindBaconLove.com. To seal the deal at the shelf, we also created a custom on-pack sticker to tout Oscar Mayer bacon’s 12 hour curing and smoking claim.
Campaign Description:
Armed with the insight that in love, as it is in bacon, it’s important to be selective when looking for “the one,” we created Sizzl – a campaign featuring the first and only mobile dating application to bring together a community of bacon lovers to help them find their “one true love” who shares their same taste in bacon.The app first asks bacon lovers about their bacon preferences, and then matches them with compatible bacon lovers nearby. Using our Sizzl Meter, bacon lovers can then indicate how hot they are for a match to let the sizzl’n begin.Once matched with their bacon soulmate, users could message one another and go on dates. We would even surprise a few lucky bacon lover couples with Wienermobile-chauffeured bacon dates.