The Hardcourt Smoked Bacon campaign was more than just a product launch—it was a fusion of sports, culture, and culinary innovation. By smoking bacon over maple wood from the official courts of the 2023 college basketball tournament, Hormel Black Label Bacon turned a simple idea into a cultural moment, bridging the gap between die-hard basketball fans and adventurous food lovers.
This campaign was built on a unique premise: merging sports history with the sensory experience of food. The team brought this idea to life with meticulous attention to detail, from the smoky maple aroma of the bacon to the collectible packaging that celebrated its one-of-a-kind origin.
At the heart of the campaign was a sense of exclusivity and playfulness. A limited-edition giveaway of just 68 commemorative packages brought scarcity into the mix, elevating the bacon into an object of desire. The packaging, designed as a “stack pack,” played up the product’s novelty, while a sharp, humorous promotional video extended the campaign’s reach and brought a wink to the world of bacon lovers and basketball superfans alike.
CD: Eric Hansen
CW: Josh Gloe
Designer: Ian McAllister
Producer: Peter McLarnan
