The Sizzl case study film.
Challenge
People love bacon, but at the shelf there is no brand loyalty. Oscar Mayer won double-blind taste tests and still lost the buying decision. The category had become a commodity knife fight where private label was winning on price and every brand sounded the same. Oscar Mayer needed to become the bacon for bacon lovers, without a category-leader media budget.
Insight
Bacon love isn't a preference. It's an identity. People declared it in dating profiles, Twitter bios, and tattoo parlors. If bacon love was already part of how people found each other, a bacon brand could play matchmaker.
Idea
Sizzl: the world's first real dating app for bacon lovers. Real profiles, real matches, and a Sizzl meter that measured your passion with every swipe.
Execution
Sizzl launched as a fully functioning dating app, engineered for love and earned media. Press and social weren't the amplification layer. They were the media plan. Every detail, from the name to the Sizzl meter, was designed to be quoted and shared.
Results
The numbers
Learning
Culture creates relevance. And it only works when you define what winning looks like before building anything.
Sizzl became a blueprint I've carried into every role since. This one started with a true client partnership, a brilliant insight, and one of the most creative teams I've ever worked with. Stories without strategy are entertainment. This was both.
The team
Creative direction by David Yankelewitz with Aaron Mosher. Written by Shloimy Notik, Heather English, and Paul Elicker. Art direction by Chad O'Connell. Design by Peter Chang and Yossi Belkin. Launch film directed by Terri Timely. Client: Oscar Mayer.