BBDO Minneapolis Invites You to 'Share Piece' This Holiday with Hormel Black Label Bacon

This holiday season, HORMEL BLACK LABEL Bacon is launching a holiday effort as part of their MAKE IT campaign showing the power of their bacon to bring families together around a common love. This effort positions the product as an irresistible peacemaker (or piecemaker) during moments of inevitable family holiday tensions.

The holiday work is led by a TV spot that tells the story of a family holiday brunch gone wrong until the appearance of HORMEL BLACK LABEL Bacon delivers a uniting moment of peace and warmth.

Directed by the comedic duo Varsity, the spot leans on a warm, deep-voiced narration of 'The Fight Before Christmas' to tell the story. BBDO Minneapolis creative director Eric Hansen said, “We loved capturing this truth in a way that humorously plays on some of the classic tropes of holiday storytelling.”

"In our research with consumers, we heard no matter what’s going on in the home, bacon brings people together. That unmistakable scent can pull people from all over the house – it’s the magnet for families” said Amy Sand, Marketing Director for HORMEL BLACK LABEL Bacon. "Everyone can relate to the presence of a little tension when family is gathered for the holidays, and we wanted to remind people that HORMEL BLACK LABEL Bacon has the power to create uniting moments of joy.”

“Let’s face it, nobody knows how to push our buttons like family. HORMEL BLACK LABEL Bacon has this magical power to sort of reset the mood and bring good vibes to the table,” said Laura Fegley, chief creative officer for BBDO Minneapolis.   

The 'Share Piece This Holiday' message is delivered via broadcast, streaming, digital, Facebook and Instagram content, as well as digital out-of-home ads. The holiday effort comes from Hormel’s agency BBDO Minneapolis, who previously reminded consumers to buy bacon for holiday gatherings with limited-edition HORMEL BLACK LABEL Bacon-scented wrapping paper.