Butcher Thick Cut Bacon is Oscar Mayer’s most premium product. Hearty, smoky, meaty goodness expertly cleaved into succulent slices, it’s the stuff dreams are made of. But in reality, consumers weren’t buying it—mainly because they couldn’t see it.
Lost in a sea of yellow, red and black, this king of cuts was anything but dominant at shelf. Even when consumers did stumble upon it, they couldn’t tell what made Butcher Cut Bacon so special. To them, it just looked like more of the same with a higher price tag.
What Butcher Thick Cut needed was a big bold look to go along with its big bold flavor and premium price.