Skip to main content
dentsu Logo

Global (English)

Dentsu Group ( English | 日本語 )

Language Menu

  • Africa (English)
  • Asia Pacific (English)
  • Australia (English)
  • Austria (Deutsch)
  • Benelux (Nederland | English )
  • Brazil (English | Portuguese )
  • Canada (Français | English )
  • China (中文 | English )
  • Denmark (Dansk)
  • Finland (Suomi)
  • France (Français)
  • Germany (Deutsch)
  • Greece (English)
  • Hungary (Hungarian | English )
  • India (English)
  • Indonesia (English)
  • Ireland (English)
  • Israel (English)
  • Italy (Italiano)
  • Japan (English | 日本語 )
  • MENA (English)
  • New Zealand (English)
  • Norway (Norsk)
  • Poland (Polski)
  • Southeast Europe (English)
  • Spain (Spanish)
  • Switzerland (English)
  • Sweden (English)
  • Taiwan (中文 | English )
  • Turkey (English)
  • UK (English)
  • USA (English)

Main Menu

  • Home
  • Who we are
    • Dentsu
    • Our agencies
    • Social impact
    • Our leadership
    • Codes of Conduct
  • Our work
  • Our thinking
    • Our latest thinking
    • Society
    • Consumer
    • Growth
    • Technology
  • Media & investors
  • Careers
  • Contact Us

Oscar Mayer

Bacoin

Oscar Mayer logo

0

first week total earned impressions

0

first week pageviews

0

first week registrations

Challenge

Within the bacon category, Oscar Mayer is the clear leader with the #1 share of equity. Oscar Mayer is the gold standard of bacon because it’s hand-selected, naturally sugar cured and hardwood smoked.

But copycats and imitators abound, stealing share because even bad bacon is still pretty good. This furthers the overriding category sentiment that bacon is bacon is bacon. Oscar Mayer needed to demonstrate their bacon’s superiority on an emotional, instinctual level. This was not a battle of the head, to be fought with functional benefits, but a battle of the heart to be won with an unconventional appeal.

mcgarrybowen uncovered a tension in the category: people may love all bacon, but not all bacon is created equal. This tension led to a clear opportunity: show once and for all, and in an unforgettable way, that Oscar Mayer Bacon is the true gold standard.

Solution

The objective was to show the world that Oscar Mayer Bacon is the true gold standard of bacon. To achieve that, mcgarrybowen leveraged a cultural moment beyond the bacon category, even beyond the food industry.

With all the heat around cryptocurrencies, mcgarrybowen saw an opportunity to create a cryptocurrency backed by the only bacon worth its weight in gold. To drive consumer engagement connecting Oscar Mayer Bacon to bitcoin, mcgarrybowen needed to tap into not just bacon lovers but financial media and cryptocurrency fanatics.

mcgarrybowen created a dual PR and social program that leveraged a mobile-first microsite, relevant digital channels and media outreach to effectively reach these targets. By tapping into these highly engaged communities, mcgarrybowen were able to target top-tier influencers and users engaged in bitcoin and technology conversations. Drafting off the fervour of these audiences, mcgarrybowen were able to take the message mainstream.

Result

First Week Results
865m+ total earned impressions.
Over 130,000 pageviews.
Over 20,000 registrations.
New Visitors: 86%.
Time Spent on-site: 2:42.

Press Coverage
102 online articles.
91 media social posts.
5 broadcast clips.
96% of online articles have positive/neutral sentiment.

Dentsu Creative

Part of Dentsu International, Dentsu Creative is a Global Creative Network that transforms brands and businesses through the power of Modern Creativity. Led by Global Chief Creative Officer Fred Levron, 9,000 experts across the globe work seamlessly together to deliver ideas that Create Culture, Shape Society and Invent the Future. Dentsu Creative was launched in June 2022 to address a client need for simplicity and will be Dentsu International’s sole creative network by the end of 2022.

Find out more

BWM Dentsu: Project Revoice

Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.

Read more

Vizeum: GhanaPostGPS

Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions. 

Read more

Aeronaut

Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.

Read more

dentsu X: Sberbank

dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.

Read more

Policies

  • Our policies
  • Privacy Notices
  • Cookie Notice

Contact

Sitemap

Connect

  • Visit us on Instagram
  • Visit us on Facebook
  • Visit us on LinkedIn
  • Visit us on Twitter
  • Visit us on YouTube

Notwithstanding any actions or statements by the Dentsu Group globally or outside the U.S., it will continue to abide by all applicable laws and regulations in the U.S.

Any statements or actions that purport to relate to the Dentsu Group and are inconsistent with U.S. law or guidance should be interpreted as, and deemed, not applicable to the U.S.