Armed with the insight that in love, as it is in bacon, it’s important to be selective when looking for “the one,” we created Sizzl – the first and only mobile dating application to bring together a community of bacon lovers to help them find their “one true love” who shares their same taste in bacon.

The app first asks bacon lovers about their bacon preferences, and then matches them with compatible bacon lovers nearby.

Using our Sizzl Meter, bacon lovers can then indicate how hot they are for a match to let the sizzl’n begin.

Once matched with their bacon soulmate, users could message one another and go on dates. We would even surprise a few lucky bacon lover couples with Wienermobile-chauffeured bacon dates.

We first seeded the app with an early-access email blast to current Oscar Mayer bacon customers and partnered with celebrity Lamorne Morris from the sitcom New Girl to be one of the first people on the app looking to find love.

The campaign launched with a quirky promotional video parodying the woes of finding love on dating apps today and was supported with paid digital programmatic display, pre-roll, iOS-targeted app download ads, search, and social content across Facebook, Twitter and Tumblr that all drove to Oscar Mayer’s website FindBaconLove.com.

To seal the deal at the shelf, we also created a custom on-pack sticker to remind people that only Oscar Mayer’s bacon is passionately cured for 12 hours and loving smoke-housed for another 12.

With 54,000 app downloads, 2.8 million interactions, and receiving more than 890 million earned impressions, Sizzl transcended newsworthiness to become an outright cultural phenomenon. Sizzl was the topic of nearly 5,000 stories in the press, including feature coverage on national television programs like The Today Show, MSNBC, and Late Night with Seth Meyers, and outlets like USA Today, TIME, GQ, TechCrunch, and Mashable.

People were finally showing love not just for bacon, but for Oscar Mayer bacon; a love that grew Oscar Mayer sales by 5.4% when bacon category sales were down 4.2%.