Oscar Mayer teamed up with Black Ops Productions to create 1,500 pairs of limited-edition shoelaces cold-smoked with actual Oscar Mayer Hardwood Smoked Bacon to capture their scent.

Black Ops used a three-chamber system to extract the aroma from freshly cooked bacon while filtering out the grease particles, and the “heavenly scent was then transported to the shoelace infusion chamber, where the laces steep to bacony-bliss until they’re ready for packaging,” Oscar Mayer said.

Fans have until April 1 to vie for one of those 1,500 pairs by tweeting with the hashtags #OscarCookMyKicks and #Sweepstakes.

VMLY&R led the creative for this activation, with earned media support from ICF Next.

Oscar Mayer associate director of marketing Megan Lang said in a statement, “There are few things better than the delicious smell of freshly cooked Oscar Mayer bacon, but you shouldn’t have to turn on the stove to fill your nostrils with the heavenly scent. We know bacon lovers can’t get enough of it, so we’ve created these bacon-scented laces to give fans the chance to carry their bacon love everywhere, whether they’re styling the hottest new sneakers or sizzling up an old pair of shoes.”


Read more at AdWeek: https://www.adweek.com/social-marketing/oscar-mayer-smokes-1500-pairs-of-shoelaces-with-bacon/