Hormel Black Label doles out pandemic vogue with bacon-scented masks


Dive Temporary:

  • Hormel Meals created “Breathable Bacon” fabric masks which might be infused with bacon scent for meat lovers to put on whereas they’re out of the house, the company said in a press release.
  • Individuals can go to the BreathableBacon.com web site via Oct. 28 and register for an opportunity to win a free pack of the limited-edition masks. For each request made on the location, Hormel will donate one meal to nationwide nonprofit Feeding America, as much as 10,000 meals.
  • As customers confront the fact of their very own breath whereas carrying masks, the Breathable Bacon masks supply an alternate aroma that hyperlinks a bacon olfactory expertise to the considered Hormel as customers go about errands or their every day lives.

Dive Perception:

This stunt is Hormel’s newest to make the realities of the pandemic a bit extra gratifying for customers. With mask-wearing changing into de rigueur across the nation, and as some municipalities require the face coverings by legislation, the model’s transfer to make the expertise extra enjoyable could also be a welcome respite for a lot of customers.


A video selling Breathable Bacon promotes the product as greater than a masks, however slightly, a “smellicious innovation to your face.” The video concludes with the road: “Do not simply eat bacon. Inhale it.” Meat lovers who register on the branded web site and win the masks are inspired to share pictures on social media utilizing the hashtag #BreathableBacon, offering a hub of types for Hormel to gather user-generated content material of customers carrying the limited-edition providing and exhibiting their model help.

The scented masks are the newest in Hormel’s stunts to capitalize on multisensory experiences of bacon. The model beforehand sponsored “The Black Market,” a bacon-themed digital actuality expertise. 4 years in the past, Hormel debuted “The Reggie Watts Bacon Experience” as a music promotion that includes the sounds of bacon cooking on a skillet, and launched a bacon grease-fueled motorbike in 2014 to have a good time the Worldwide Bacon Movie Competition in San Diego.

“We’re frequently centered on innovation — from new merchandise, to advertising and distribution — all in an effort to ship new and thrilling methods to expertise and luxuriate in Black Label bacon,” Nick Schweitzer, Black Label Bacon senior model supervisor, mentioned within the announcement. “In 2020, which means connecting everybody’s favourite bacon scent to the yr’s ‘it’ accent, and in doing so, deliver Black Label Bacon nearer to our followers.”

Throughout its model portfolio, Hormel has moved rapidly to capitalize on the pandemic’s new realities. When customers have been largely at dwelling final spring, Hormel launched a branded film festival on YouTube. The Hormel Movie Competition featured six quick movies showcasing folks of varied ages and backgrounds who beat unimaginable odds, relating areas akin to autism, veteran’s affairs and poverty. Final month, the model set a Guinness World Report for many members in a virtual pizza party, demonstrating how some meals manufacturers are tying their advertising methods to uplift frontline employees throughout the pandemic and donate meals to communities in want.

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