Kraft: Wake up and smell the bacon
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What were the objectives for the creative work?
Oscar Mayer was the first brand to introduce 'pre-sliced' bacon to the U.S. in 1924. Since then, it has become a staple of the American breakfast,1 a sizzling icon of pop culture, and one of the fastest-growing categories in the meat case. In 2013 alone, bacon sales at retail increased 2.5% to be a $3.7 billion dollar market.2
However, the actual bacon category suffers from the pressures of commoditization and few brands are genuinely differentiated. In the grocery aisle, consumers are...