• by Fern Siegel , December 12, 2022

Hormel's Black Label Bacon posits its food as a holiday peacemaker.

A new spot, "The Fight Before Christmas," illustrates how a shared love of bacon unites warring family factions at dinner when tensions inevitably arrive.

BBDO Minneapolis is responsible for the creative, part of the client's Make It campaign.

Directed by the comedic duo Varsity, the spot narrates a distinct “The Fight Before Christmas.” Eric Hansen, BBDO Minneapolis dreative director said: “We loved capturing this truth in a way that humorously plays on some of the classic tropes of holiday storytelling.”

"That unmistakable scent can pull people from all over the house – it’s the magnet for families,” added Amy Sand, marketing director for Hormel Black Label bacon. 

The “Share Piece This Holiday” message is delivered via broadcast, streaming, digital, Facebook and Instagram content, as well as digital out-of-home ads.

The agency is also behind a November holiday campaign for a limited-edition SPAM figgy pudding, a Christmas treat.

BBDO MLPS roster includes work for Jennie-O Turkey, Skippy Peanut Butter and Hormel Chili.