©2019 Elizabeth Burns

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Meet Chef Mike

Did you know there's a chef that lives in your kitchen? His name is Chef Mike. Mike Rowave. And he makes a MEAN plate of bacon. The only problem? People think microwave bacon is nasty. Fair. But Black Label found a way to take real, raw bacon and crisp it to perfection. In the microwave. In 2.5 minutes. You CAN have it all! Our tasks were 1) raise awareness of the product and 2) change the perception that microwave bacon is gross.

I wrote a spot that let Chef Mike demystify microwave bacon in a very Black Label way. In addition to the spot, we created some fun gifs and easy recipe content to support across social channels. Take a look, then go let Chef Mike prepare you some real nice bacon. We even did a Facebook Live where we cooked the package in its entirety to show how easy and real it is.

CD: Noel Haan

ACDs: Allison Brink & David Mackereth

Art Director: Diana Albrecht