By Sahil Patel
Watch enough episodes of “Epic Meal Time,” the long-running YouTube series (and soon-to-be TV show), and you’ll know that its biggest star — next to “Sauce Boss” Harley Morenstein — is bacon. Those dudes, like most dudes, love bacon.
So it’s not a huge surprise that bacon brand Hormel Black Label Bacon has signed on for a year-long sponsorship of the show and its YouTube channel, which currently reaches more than 6.4 million subscribers.
As part of the deal, which makes Hormel the “official bacon provider” of Epic Meal Time, the brand will be integrated into the programming on the channel. For instance, Hormel’s bacon will be used in episodes of “Handle It,” which offers quick and easy cooking demonstrations for recipes like bacon cheeseburger ravioli and bacon chicken pot pies.
The EMT dudes and Hormel Black Label will also host various events surrounding International Bacon Day in August, according to the announcement.
The deal was executed by Collective Digital Studio on behalf of EMT and BBDO Minneapolis on behalf of Hormel.
“EMT delivers a highly engaged male audience that is literally hungry for more content, and we’re thrilled Collective Digital Studio is able to introduce Hormel Black Label Bacon to this demo,” said Reza Izad, CEO of CDS in a statement. “This truly is the perfect marriage of content and brand.”