ADVERTISEMENT

Oscar Mayer gives life’s worth of bacon on World Vegan Day

ADVERTISEMENT

Dive briefs:

  • Kraft Heinz brand Oscar Mayer is offering a lifetime supply of bacon as part of a new campaign to celebrate World Vegan Day on November 1, according to details shared with Marketing Dive. Consumers are only eligible if they pledge “BacOff” or do not eat bacon while on vacation.
  • To promote the sweepstakes, Oscar Mayer removes Bacon from paid media and blurs, censors, or removes Bacon from social media.
  • The sarcastic campaign follows the brand’s research that found 53% of vegans are skipping meals for bacon, and is the latest example of marketers’ inclination for humor.

Dive Insight:

Oscar Mayer’s approach to World Vegan Day is a non-traditional means of reaching out to an increasing number of vegan populations and sustainability-prioritizing consumers, but it could prove to ironically resonate. A lengthy survey by the brand found that more than half of vegans would abandon their diets for bacon, and 62% of vegans agreed that if they were going to cheat, it would be bacon.

Oscar Mayer’s “BacOFF” campaign calls bacon “meat on the doorstep” and offers it as bacon worth cheating. In an attempt to help vegans stay on track, the brand is uniting against meat eaters by pledging to go meat-free on his November 1st, which coincides with World Vegan Day, via social media. I encourage you to free bacon. To participate in the pledge, consumers will have to comment on the brand’s Instagram or Facebook post and tag her two with the hashtag #.Oscar Mayer BacOff And #sweepstakes. On Twitter, consumers Retweet Branded posts, tag two people, and use the same two hashtags.

The campaign expands beyond freebies, with brands blurring bacon from social media less completely and removing it from other paid initiatives. Consumers report craving humor from ads they consume.

ADVERTISEMENT

Kraft Heinz and its extensive brand portfolio are leaning towards humor this year, with Oscar Mayer being the latest to follow suit.Earlier this month, craft “Where’s Mac?” Movement This causes consumers to tweet McDonald’s asking them to add craft products to McDonald’s burgers. Kraft Heinz aims to raise the bar for mayonnaise products In a “Mayo Rituals” campaign that seemed to celebrate the bizarre tradition of sharing condiments. It’s a spin on the original product and enlisted popular TikTok influencers. Play the role of a vegan vampire in a comical way.

National holidays seem like an opportunity for brands. Oscar Mayer joins many other companies that have been eyeing the niche day. For example, McCormick & Company’s mustard brand, French’s, has partnered with handmade donut maker Dough Donuts to Make a limited edition mustard flavored donut National Mustard Day in August. In July, Applebee’s partnered with his Winky Lux makeup and skincare brand to create Saucy Gloss. A collection of wing-inspired lip glossesto coincide with National Wings Day.

ADVERTISEMENT