In Summer of 2023, Roblox angered fans after removing its iconic Bacon Hair as the default avatar.
America's favorite bacon brand, Oscar Mayer, wasn't just going to let that go. So, we rallied gamers to challenge the most disastrous decision in the history of bacon-gaming decisions.
We launched the campaign with a Bacon Hairs filter which gamers used to protest the change and partnered with Lana Rae, a popular Roblox streamer and outspoken bacon hair (and bacon) supporter to reach fans.
Then we set out to collect petitions to bring back bacon hairs on social and at the biggest gaming convention — TwitchCon.
Finally, we tallied up all the petitions and sent them off to Roblox headquarters. While Roblox didn't publicly respond to our movement, we amassed love and support from Robloxians — making us their leading voice. And we did eventually start to see bacon hairs start to return to the game.
ACCOLADES
One Show — Bronze: Brand-Side - Direct
The Drum Awards — Silver: Social - CPG
The Drum Awards — Silver: Social - Integrated
Shorty Awards — Gold Honor: Multi-Platform Campaign
Shorty Awards — Silver Honor: Branded Content
Shorty Awards — Bronze Honor: Food & Bev
+ 6 shortlists
Webby Awards — Honoree: Social Media Campaign
Webby Awards — Honoree: Real-Time Response Campaign