Oscar Mayer wants you to give up bacon for World Vegan Day

The Kraft Heinz brand will censor images of bacon and run a social media challenge that promises the winner a lifetime supply

Published On
Oct 26, 2022
Blurred out piece of bacon to the right and Oscar Mayer's logo to the left appearing under an illustrated piece of bacon; with the words "THIS WORLD VEGAN DAY DON'T BACON BACOFF" in the center

Editor's Pick

Oscar Mayer is calling on "bacon enthusiasts" to give up bacon for World Vegan Day—for the opportunity to win a lifetime of wood-smoked bacon. 

In a cheeky campaign from Johannes Leonardo, dubbed "BacOff," Oscar Mayer will be removing bacon from its paid media and blurring or removing bacon-related posts, including those up to a year old, from its social media in an effort to stand with vegans for World Vegan Day on Nov. 1. 

The Kraft Heinz brand is “rewarding those who make the tough choice to abstain from the irresistible,” said Anne Field, head of North American brand communications for Oscar Mayer, in a statement. The brand cited internal research that more than half of vegans "have abandoned their diet for bacon, making it the ultimate 'gateway meat.'" 

Those who pledge to give up bacon for World Vegan Day can enter the chance to win a lifetime supply of the meat by commenting on the brand’s Instagram or Facebook posts, or by retweeting a post on Twitter, tagging two other bacon-enthusiasts and using the hashtags #OscarMayerBacOff and #Sweepstakes. 

The campaign comes as sales for meat alternatives, including Beyond Meat, have fallen. Kraft Heinz is also leaning into vegan products with its own products, not under the Oscar Mayer label. Eight months after announcing their joint venture, Kraft Heinz and NotCo are unveiling their first products: animal-free cheese slices and mayonnaise.


Oct 26, 2022
Client :
Oscar Mayer
Agency :
Johannes Leonardo
Chief Creative Consultant :
Matthew Bull
Vice President Marketing & Head of The Kitchen :
Jessica Vultaggio
Head/VP of North America Brand Communications :
Nina Patel
Head of North America Brand Communications :
Anne Field
Associate Brand Manager :
Stephanie Vance
Founder :
Jan Jacobs
Founder :
Leo Premutico
Julia Neumann
Group Creative Director :
Jeph Burton
Group Creative Director :
Hunter Hampton
Copywriter :
Sam Geloso
Art Director :
Jose Contreras
Head of Strategy :
Steve Zaroff
Group Strategy Director :
Emily Garvey
Strategy Director :
Haley Derrah
Strategist :
Andrew Grant
Associate Director of Communications Strategy :
Casey Donahue
Sr Communications Strategist :
Cameren Moncrieff
Group Account Director :
Kate Callander
Account Director :
Vlad Omazic
Account Supervisor :
Jonathan Skewes
Account Manager :
Abbye Rhodes
Head of Production :
Tina Diep
Group Executive Producer :
Brett Fisher
Sr Producer :
Sharizma Budden
Business Affairs Manager :
Joe Bringuier
Associate Director Business Affairs :
Cindy Gines
Associate Design Director :
Shaung Wan
Sr Designer :
Sarah Fitzgerald
Motion Graphic Designer :
Zipeng Zhu
Sound Editor :
Glen Navia

Need a credit fix? Contact the Creativity Editors

Project Type