driven by bacon

In 2014, we set out to elevate and own the bacon conversation rather than just capitalizing on the bacon frenzy. To do so, we created a bacon-fueled motorcycle to drive from Austin, MN to San Francisco, CA, as a way to connect with bacon lovers everywhere. 

We sourced a rare diesel motorcycle in Belgium, imported it to the US, and contracted with a mechanical engineer to extensively modify the bike. We then identified a partner who could create the bio-diesel fuel from Black Label Bacon. 

Our film crew set out on the cross-country journey to find people as passionate about life as we were about bacon. The crew hit the road for 10 days, and within two weeks turned the film around to air at the premiere event aboard the USS Midway, on International Bacon Day. 

The program included social media content, paid media support, a custom microsite, a press day and two events. 

Role: Senior Account Executive, BBDO Minneapolis