Tomorrow marks the launch of the 2014 Reebok Crossfit Games, and to celebrate, the sports marketer has moved into a new category: bacon.
Reebok has launched its own line of our favorite pig meat, the first effort from Venables Bell & Partners since the agency won the global business in March.
The idea was meant to entice the tastebuds of the Crossfit community, known for its love of the Paleo diet -- and, namely, bacon. For the effort, Reebok will deliver to Crossfit athletes its signature pork slabs, which are uncured and free of nitrates, MSG, preservatives and sweeteners.
Reebok will also be dispatching the Reebok Bacon Box food truck to deliver bacon treats to the attendees. It will even promote secret menu items on social media, and those who order them will win special prizes. The audience can follow the bacon action via the hashtag #reebokbacon and on Reebok's bacon-themed site.