The loyalty Oscar Mayer brand currently enjoys was built on the foundation of classic jingles, and decades-old nostalgia including weenie whistles, and the Wienermobile. However, brand relevance had softened with younger consumers — threatening future loyalty. To connect with the younger audience, the brand was looking for culturally reactive opportunities to inspire a new generation of fans.

Our challenge was to unapologetically bottle our classic, Oscar Mayer magic and inject it into these cultural moments where younger audiences can join in the joy. The conversation happening around Roblox’s removal of bacon hair, and its connection to one of Oscar Mayer’s most popular product lines — bacon — presented the opportunity to do so on a silver platter.

No one was more upset about the Roblox’s news to remove “Bacon Hair” than Oscar Mayer – America's favorite bacon brand.

We reacted quickly and launched #SaveBaconHairs, a multi-platform digital experience where we challenged Roblox’s decision by galvanizing fans’ anger into action. We collected signatures for petition via bacon emojis and showed up where Roblox fans were – on social, in game and in IRL at the world’s biggest gaming convention.

Our campaign’s strategy relied heavily on audience engagement. So, we had to make sure we met our audience (angry Roblox fans, primarily 18-24 years old) where they were at and show up authentically.

To do this we partnered with one of Roblox’s biggest influencers to help legitimize our role, identified where the conversations were happening, and launched across the main platforms where gamers were taking their anger online – Youtube shorts, Instagram and TikTok.

We launched #SaveBaconHairs quickly in response to the news. First, we launched a Bacon Hair filter on social and partnered with Lana Rae to encourage fans to voice their anger by using it and posting it.

Next, we staged a protest in Brookhaven, Roblox’s most popular role-playing game, rallying players to hold #SaveBaconHairs signs in front of Town Hall.

Then we took the protest to the real world. We infiltrated the biggest gaming event, Twitchcon, collecting petition signatures while handing out Bacon Hair wigs for fans to wear into the convention and in their Twitch streams.

Back on social, we continued the fight by leveraging Lana’s influence and prompting fans to petition by commenting a bacon emoji.

Finally, we tallied all engagement and delivered it as one very long petition scroll to Roblox.

With an overwhelming positive and neutral sentiment (82%), our joyful movement resonated with Roblox and bacon fans nationwide. More importantly, our love of bacon positioned Oscar Mayer as the unlikely leader in their fight to challenge Roblox.

Our platforms became their outlet. Engagement rate for our Instagram launch post was 23%, 5x higher than our average of 4.5% and 16x higher than industry average. Twitchcon gamers further spread our message on Twitch by livestreaming about it. Unprompted, consumers tagged Roblox in our comments, calling them out and demanding the return of bacon hair.

With every post, our cause gained more support and engagement, resulting in a total of:

- 3.1M gamers reached

- 4.2M total reach

- 3.3M social views

- Over 277K petition signatures

- 80K+ filter uses

- 40K supportive comments