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.