When Oscar Mayer launched their new Butcher Thick Cut bacon, they needed to prove they had the thickest, most bad-ass product on the market. Since our research showed that more people talk about bacon online than Kanye West, Tom Cruise and Lady Gaga, our mission was to focus this passion around Butcher Thick Cut.

So, we sent a guy from New York to LA with nothing but a refrigerated trailer full of bacon to barter for everything he needed along the way. By the time the social media-powered journey ended, Oscar Mayer was the most talked about bacon in America.