Cannes Lions

OSCAR MAYER BUTCHER THICK CUT BACON

LANDOR ASSOCIATES, Chicago / OSCAR MAYER / 2014

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Overview

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Credits

Overview

Description

Butcher Thick Cut Bacon is Oscar Mayer’s most premium product. Hearty, smoky, meaty goodness cleaved into succulent slices, it’s the stuff dreams are made of. But consumers weren’t buying it—because they couldn’t see it.

Lost in a sea of yellow, red and black, this king of cuts was anything but dominant at shelf. When consumers did stumble upon it, they couldn’t tell what made it so special. It just looked like more of the same with a higher price tag.

Execution

We noticed something about bacon packaging. Most of the real estate isn’t on the front. It’s on the back. Which happens to be the side that faces down at shelf.

Outcome

“Like nothing the category has ever seen.”

Jared Baker, Senior Marketing Director, Oscar Mayer

Since the new packaging hit shelves in August 2013, sales of Butcher Thick Cut Bacon have increased and prompted new distribution opportunities. Moreover, our design is being used internally by Oscar Mayer as a means of inspiring and driving better design across their entire product portfolio.

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