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The smoky, salty smell of bacon is calling New Yorkers to Wake Up and Smell the Win. Directed by Conor Byrne from Missing Pieces, this film tells the story of a New Yorker who is magically awoken and carried through the air, out of his home, and through the streets by a mouthwatering aroma. Spoiler alert, it’s Bacon! It was shot in-camera both in studio and on location in New York, using a specialized rig to ensure the hero character was always being led by his nose towards the source of that sweet bacon smell. 

The campaign is being supported by a digital sweepstakes, e-newsletter, retail, radio, OOH, print, direct mail and a heaping helping of snackable social content. Check some of the tasty IG stories, below. 

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We also developed appetizing tactical pieces, like this ad for Gas Station TV. Since these Scratch-Off Games are available at the register, connecting with players at the pump makes perfect sense. Or should I say, scents?