Bring home the bacon: How food labels can distinguish themselves in mega-categories

Neil White and Scott Schraufnagel

This article presents a case study of how Hormel Black Label Bacon, a US-based label, created distinctiveness and originality for itself in a much-loved mega-category.

Bring home the bacon: How food labels can distinguish themselves in mega-categories

Neil White and Scott SchraufnagelBBDO Minneapolis

In the US, bacon is a much-loved mega-category, but brands lack distinctiveness and originality. Seeing this as an opportunity, Hormel® Black Label® Bacon and BBDO Minneapolis focused on creating the most innovative and entertaining bacon content in the marketplace. The campaign has garnered 1.3 billion earned media impressions and increased sales.

Marketing Food

This article is part of a series of articles on marketing food. Read more

'Everybody loves bacon.' 'Bacon sells itself.' These are things you regularly hear if...

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