Oscar Mayer is forgetting its "leaner" times and embracing the full meaty goodness of its bacon in its ads, which drop the industry habit of hiding fat under labels. Brand extensions such as "Butcher Thick Cut" evoke a time before the fat-free craze, when bacon was purchased at a corner store. "People know bacon isn't really healthy for them. So now the fat's right there. Nobody's trying to hide it," said Steve Stallman, founder of Stallman Marketing.

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