Oscar Mayer's 'bacon font' delivers a message about consistency

The marketer's latest stunt lets consumers message each other with a porky typeface.

Today, Oscar Mayer is giving bacon lovers an early Easter present: an official bacon font.

Although the font isn’t yet available on, say, Microsoft Word, consumers can play with it by logging on to the "Bacon Message Generator" (www.OscarMayer.com/Baconversation). There, users can start a "baconversation" by typing out a message—suggestions include "Let’s meat up" and "Brunch tomorrow?"—that’s rendered in the greasy typeface. The site then generates a video message that is delivered to friends.

Lighthearted as the effort may be, the font is part of Oscar Mayer's larger effort, the "Baconfidence" campaign, and is intended to deliver a serious message about the product. Kelly Allison, a prominent food and lifestyle photographer, created the font, and explains in a YouTube video how Oscar Mayer’s bacon made it possible.

"I needed a huge amount of bacon to create the font," she says, "And so, from the very first slice that I cooked up to the last slice, I needed it to be consistent."

"Oscar Mayer bacon cooks up consistently every time," she says.

Greg Guidotti, Oscar Mayer's head of marketing, echoed her sentiments via email: "We know that not all bacon is created equal, and we take pride in the fact that our Oscar Mayer bacon instills the cooking confidence our fans desire. Fans can trust that their bacon will turn out perfectly every single time."

The campaign was spearheaded by Dentsu’s mcgarrybowen.

This is hardly the first time Oscar Mayer, which is owned by Kraft Heinz, has played with its food. The marketer is well known for PR stunts like 2015’s bacon dating app Sizzl and 2014’s bacon alarm clock. Four years ago, Oscar Mayer came closest to bacon communication when it asked consumers to "Say It With Bacon," a parody of jewelry store TV ads in which kids expressed their love on Father’s Day by giving dad a black felt box with bacon inside.

Though Oscar Mayer claims this is the first-ever bacon message generator, there have been independent attempts in the past to create a bacon font. And in December, the Unicode Consortium—the governing body of all things emoji—finally added a bacon emoji in response to public demand. But Oscar Mayer’s font represents the first time a major brand has backed such an initiative. 

"The bacon emoji definitely gave us 'food for thought' (no pun intended)," Guidotti said. "We’re happy to see bacon shows up in pop culture and look to build off moments like that to surprise and entertain our fans."

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