The US is trying not to be the world’s #1 gas guzzling country. Tax rebates are being offered on electric vehicles to subdue the country’s passion for petrol cars.

No Fixed Address has picked up on this topical offer in its campaign for Maple Leaf Foods’ brand, Greenfield Natural Meat Co. to subdue the country’s passion for non-sustainable meat. Greenfield Natural Meat Co. is offering a bacon rebate for buying its sustainable product. Americans who buy any Greenfield bacon product until October 14 can text a photo of their receipt with the keyword, bacon, to receive a $2 rebate via Venmo. The initiative is detailed on the promotional web page, baconrebate.com.

Have Your Meat and Eat it Too is being promoted with a 30-second spot featuring actor and comedian, Eric Wareheim, a self-confessed bacon lover, who points to this connection between enjoying bacon and helping the planet.

“More than 95% of the population consumes meat, and we see an opportunity to help conscious carnivores feel good about their choice when they choose Greenfield Natural Meat Co. bacon,” stated Kate Beresford, vice president marketing, sustainable meats, Maple Leaf Foods. “We know our audience there is constantly inundated with sustainability messaging from brands that don’t always back it up.”

“The whole idea that you can eat meat and love the planet with Greenfield Natural Meat Co. is a win for conscious meat eaters, so the work needed to feel celebratory,” added No Fixed Address co-chief creative officer, Alexis Bronstorph. “We wanted consumers to receive this good news with levity and a laugh; something that felt different and unexpected, compared to most messaging around climate change.”

The full campaign covers OLV, social media, digital ads, and public relations and influencer outreach. No Fixed Address is managing media as well as creative. Dini Von Mueffling Communications is assisting with the outreach. The Hatchery is managing shopper marketing.