Ads We Like: Bacon’s Just as Good as Cash

Jan 19, 2014 | Digital

Here at Gavin, we live to excite clients with inventive solutions. And, we believe it’s important to give props to companies both big and small who are doing the same.

A great example is Kraft Foods Group. As part of its approach to “agile marketing” — a switch from purchasing broad demographics in one medium to reaching consumers across various media — the company took an innovative approach to promote its Oscar Mayer bacon.

Kraft introduced “The Great American Bacon Barter,” where one man drove across America with only a trailer full of bacon to use as currency. Yep, you read that correctly: He used BACON as currency. (We wouldn’t mind running into that truck.)

To showcase it all, Kraft packaged the experience into short videos, blasted it out to social media and created a microsite, a small series of pages separate from Kraft’s traditional website. It’s a far cry from the traditional approach of a big TV buy, but they’re seeing the payoff: Kraft reported $18 billion in revenue last year.

As agencies adapt in our increasingly digital age, flexible campaigns that can respond to real-time reactions, data and consumer feedback allow brands to stay relevant in a sea of competitors.

Creative solutions for a changing market. We’ll tip our hats to that.