2014 Silver Lion winner in Mobile
Bacon is the Holy Grail of American food indulgences, and one of the most talked about foods on the internet. But people aren’t particularly choosy about what brand of bacon they talk about or buy. Our challenge was to break through by being the bacon brand people thought of the moment they woke up and the one they choose in the hustle and bustle of the grocery store.
Few at-home culinary experiences rival the unmistakable scent and sounds of bacon cooking in the morning. Our strategy was to connect this euphoric, multi-sensory experience to our brand of bacon. We developed “Wake Up and Smell the Bacon,” the world's only alarm clock app and device that lets you awaken to the sound and scent of bacon. We offered the device in limited quantities on WakeUpandSmelltheBacon.com.
Demand for the limited edition product was sudden and massive. Media outlets jumped at the chance to demo to the devices on the TV and review them in the papers. USA Today called it “The best invention since whatever came before sliced bread.” Almost immediately, “Wake Up & Smell the Bacon” was a hot topic on national news shows and in major consumer and trade publications. Oh and we also drove a significant sales increase of Oscar Mayer bacon.