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HORMEL® BLACK LABEL® Bacon smells like a good reason to wear a mask.

As Americans continue to debate the effectiveness of facemasks, there is still one thing nearly everyone can agree on: Bacon is delicious. Which is why BBDO Minneapolis partnered with the makers of HORMEL® BLACK LABEL® Bacon to introduce HORMEL™ BLACK LABEL™ Breathable Bacon. Not just another facemask, it’s a bacon-scented, two-ply, multi-fiber cloth for your face. Through this latest bacon-novation, perhaps Americans will find common ground — If they can agree on eating bacon, maybe they can agree on inhaling it.

Now through October 28th, bacon lovers can go to and enter for their chance to receive a free, limited edition package of HORMEL™ BLACK LABEL™ Breathable Bacon.

“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.” — David Mackereth, Creative Director

You can view the smellicious video here:

A list of creative credits has been provided below.

Thanks in advance for your consideration.


Neil White

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