Is Oscar Mayer’s unique 12-hour Thick-Cut Bacon-smoking process interesting enough to cut-through ad clutter? Johannes Leonardo has made that happen using the brand’s signature humour. In the campaign’s two ads, a food porn-style commercial is interrupted by another ad…

The bacon’s wafting smell diverts that ad’s protagonist and the Oscar Mayer commercial returns – yes, the bacon is still being smoked.

The campaign is running across OLV, social media, display and streaming audio tactics across iHeart Radio, Twitch and sports mediums.

Credits
Client: Kraft Heinz (Oscar Mayer)
Communications Director: Jenna Thornton
Marketing Director: Molly White
Brand Manager: Kate Mitchell
Communications Manager: Shelby Max

Creative Agency: Johannes Leonardo
Chair: Jan Jacobs
Creative Directors: Zack Roif & Michael Hess
Associate Creative Directors: Caitlin Harsch & Dany Babette
Design Director: Charles Watlington
Designer: Emma McGuire
Strategy Directors: Julianna Katrancha, Anthony Perez & Jim Rech
Strategists: Cameren Moncrieffe & Andrew Grant

Communications Director: Jonathan Daly
Account Management: Connor Keeshan, Jack Beck, Heidi Brown & Shenea Walker
Executive Producer: Ken Kitch
Producer: Anna James
Business Affairs Managers: Alesa Blanchard-Nelson & Emilly Tan
Project Manager: Destiny Heggins

Culture Agency: Cashmere
Social Media Agency: The Kitchen North America
Media Agency: Carat
PR Agency: Zeno Group