Hormel Made a Face Mask That Smells Like Bacon

Can the aroma of sizzling pork unite us?

If you still won't wear a mask, would it make a difference if doing so meant you could inhale the aroma of bacon all day long?

If the answer is yes, we worry about you. But we also envy you, because Hormel has exactly the product you've been looking for. Check out the breakfast-meat brand's new face masks "featuring the latest in pork-scented technology" at BreathableBacon.com. The two-ply, multi-fiber cloths were dreamed up by BBDO Minneapolis.

Here's a little video showing the pungent coverings in action:

Breathable Bacon

Now through Oct, 28, you can enter for a chance to receive a free mask. Hormel will also donate one meal to Feeding America for every mask request, up to 10,000 meals.

"We're continually focused on innovation—from new products to marketing and distribution—all in an effort to deliver new and exciting ways to experience and enjoy Black Label Bacon," Nick Schweitzer, Hormel senior brand manager, said in a statement. "In 2020, that means connecting everyone's favorite bacon scent to the year's 'it' accessory, and in doing so, bring Black Label Bacon closer to our fans."

"This is the most delicious-smelling way to stay safe, especially while out shopping at the grocery store for the delicious thing you're smelling," adds BBDO creative director David Mackereth.

Other recent bacon innovations at Hormel include The Black Market, a multisensory VR experience, a musical experience using the sounds of bacon, and the world's first bacon-fueled motorcycle.


Agency: BBDO Minneapolis
Client: Hormel Foods
Marketing Director: Amy Sand
Senior Brand Manager: Nick Schweitzer
Associate Brand Manager: John Hernandez

Creative Credits:
Executive Creative Director: Tim Mattimore
Creative Directors: David Mackereth, Nathalia Resende
Art Directors: Meghan Rongitsch, Brit Ryan
Copywriters: Matthew Cermak, Joanna Stubbins
Production Designers: Chelsea Siegfried, Karen Hanson
Producer: Peter McLarnan
Project Management: Jessica Teigen
SVP Group Account Director: Ali Siviter
Account Director: Kelli Bovin
Planning Director: Theo Schweitz
Account Executive: Nora Kubiaczyk

Production Company: Flare Minneapolis
Director, Editor: David Holmdahl
Music: HiFi

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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