Inhale the smell of bacon with Hormel's 'breathable' mask

As masks are a required accessory, at least they should smell like breakfast

Published On
Oct 15, 2020

Editor's Pick

For many people, bacon makes everything better. Now, in an “only in 2020” play, its aroma has found its way into face masks. Hormel cooked up “Breathable Bacon,” a black cloth mask featuring bacon imagery that really does smell like bacon.

The product launched Oct. 14, but isn’t found in grocery stores. Bacon fans can go to through Oct. 28 to try to win their own mask. 

The campaign for the Hormel Black Label bacon line includes packaging the mask much like real bacon. Wording on the packaging includes “keep unrefrigerated” and “perfumer inspected and passed by the department of knowledgable noses.”

The campaign comes from Hormel’s agency BBDO Minneapolis which previously worked on bacon projects for the brand including a bacon-scented VR headset and a road trip for a motorcycle that ran on bacon grease.

Hormel announced it would donate a meal to Feeding America for each giveaway entry, up to 10,000 meals. 


Oct 15, 2020
Client :
Agency :
Marketing Director :
Amy Sand
Senior Brand Manager :
Nick Schweitzer
Associate Brand Manager :
John Hernandez
Executive Creative Director :
Tim Mattimore
Creative Director :
David Mackereth
Creative Director :
Nathalia Resende
Art Director :
Meghan Rongitsch
Art Director :
Brit Ryan
Copywriter :
Matthew Cermak
Copywriter :
Joanna Stubbins
Production Designer :
Chelsea Siegfried
Production Designer :
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 :

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