How Marketing Changed America’s Breakfast: The Bacon and Eggs Story

What if we told you that bacon and eggs—now a classic American breakfast—weren’t always part of the morning routine in the U.S.....or for that matter in most countries in the civilized world?

In fact, before the 1920s, Americans often started their day with a light meal like fruit, porridge, or toast. So, what changed? The answer lies in the powerful world of marketing—and one man who knew how to manipulate the masses.

🧠 Enter Edward Bernays – The Father of Public Relations

Edward Bernays wasn’t just any marketer. He was the nephew of Sigmund Freud, the famous psychologist who introduced the world to the subconscious mind. Bernays took Freud’s theories about human behavior and used them in a new way: to sell products.

In the 1920s, a U.S. meat-packing company approached Bernays with a problem: they needed to increase bacon sales. So Bernays set out not just to promote bacon—but to redefine what Americans considered a proper breakfast.

🎯 The Strategy – Selling Bacon with “Science”

Bernays knew that people wouldn’t change their habits just because of an advertisement. Instead, he turned to doctors.

He surveyed 5,000 physicians and asked a carefully crafted question:

"Is a hearty breakfast better for health than a light one?"

Naturally, the answer was yes.

Bernays then launched a PR campaign stating that “doctors recommend a hearty breakfast—including bacon and eggs.” These newspaper articles, public endorsements, and ads soon convinced the public that bacon and eggs were not only tasty but healthy and patriotic.

🧲 The Results – A Nation Converted

Thanks to Bernays, sales of bacon skyrocketed. And more importantly, a new cultural tradition was born: the “All-American Breakfast” of bacon and eggs.

What began as a clever business strategy quickly became part of everyday life—so much so that we rarely question it today.

🧠 Vocabulary Builder

• Hearty – strong, satisfying, and filling (used to describe a big meal)

• Manipulate – to control or influence someone in a clever or dishonest way

• Patriotic – showing love or devotion to one’s country

• Endorsement – public approval or support for something

• Skyrocket – to increase rapidly

• Routine – a regular way of doing things

• Crafted – carefully and skillfully made or designed

• Campaign – a planned series of activities to reach a goal

• Trend – a general direction in which something is changing or developing

• Cultural tradition – a practice or belief that is passed down through generations

🔍 Idioms in Context

• Pull the strings – to control events or people without appearing to do so

e.g. Bernays pulled the strings behind the scenes of public opinion.

• Change the game – to do something that has a big effect on how things are done

e.g. His bacon campaign changed the game for American breakfast.

• Food for thought – something worth thinking about seriously

e.g. This story is definitely food for thought about how we form habits.

📢 Other Examples of Marketing Changing Culture

The bacon story isn’t the only time marketing reshaped the way we live.

Here are some more fascinating examples of how advertising and branding can rewrite cultural norms:

🎅 Coca-Cola and the Modern Santa Claus

Before the 1930s, Santa Claus came in many forms—thin, tall, or dressed in green. But Coca-Cola’s holiday ad campaign changed that forever.

In 1931, they introduced the chubby, red-suited Santa drinking a Coke.

Their warm, joyful image of Santa became so iconic that it replaced all earlier versions in popular culture.

👉 Marketing message: Santa drinks Coke—so should you.

💎 De Beers and the Diamond Engagement Ring

Giving a diamond ring as a proposal gift wasn't always a tradition. But in the early 1900s, the De Beers diamond cartel launched a brilliant marketing campaign to tie diamonds to love and marriage.

Their famous slogan, "A diamond is forever," suggested that true love requires a diamond—and millions believed it.

👉 Marketing message: Real love = real diamonds.

🪒 Gillette and Women’s Shaving

Before 1915, women didn’t regularly shave their legs or armpits. Gillette saw a business opportunity and ran ads calling body hair on women “unhygienic” and “unladylike.”

Soon, sleeveless dresses and smooth legs became fashionable. The new beauty norm was born—not from tradition, but from marketing manipulation.

👉 Marketing message: Real women shave.

💋 Listerine and Bad Breath

Bad breath wasn't a big issue until Listerine created the medical-sounding term “halitosis”. Their ads warned people that bad breath could ruin your social life and leave you lonely.

Fear-based marketing worked—and mouthwash became a bathroom essential.

👉 Marketing message: No one will love you if your breath stinks.

🚬 Marlboro and Masculinity

Marlboro was originally marketed to women. But in the 1950s, the brand rebranded itself using the Marlboro Man, a tough cowboy figure.

Smoking was suddenly seen as rugged and masculine, and Marlboro became the top-selling cigarette brand in the world.

👉 Marketing message: Real men smoke Marlboro.

🧭 Why This Matters – The Power of Marketing

This story isn’t just about breakfast. It’s about how marketing, when done skillfully, can reshape beliefs, routines, and even national identity.

From food choices to fashion, from tech trends to beauty ideals—marketing has the power to shape culture.

So next time you sit down for a meal, take a moment to ask:
Do I truly prefer this—or was I taught to prefer it?

💬 Conversation Campfire – Let’s Discuss

• What do you usually eat for breakfast in your country?

• Can you think of a food or product that became popular only because of advertising?

• Do you believe marketing should influence our health choices? Why or why not?

• How does marketing in your country shape public opinion?

• Should there be limits on marketing—especially when it affects habits like diet, spending, or body image?

📝 Quiz – True or False?

• Bacon and eggs were already popular in the U.S. before 1900.

• Edward Bernays was related to a famous psychologist.

• Bernays asked 5,000 teachers to promote bacon.

• The campaign made bacon seem both healthy and American.

• Today, we still see marketing shape our daily habits.

✅ Answer Key: 1F, 2T, 3F, 4T, 5T

✨ Final Reflection

Marketing isn’t just about products—it’s about influence. It has the power to shape how we eat, think, buy, and live. Sometimes that’s good. But it’s also worth questioning:

Are we making authentic choices, or are we following a carefully designed narrative?

The bacon and eggs story—and all the others—remind us:
Culture can be created in a boardroom. So let’s stay curious, not just convinced.

Ethical Perspective

The bacon and eggs story also reminds us that marketing doesn’t only sell products—it can shape habits, health, and even culture. This raises an ethical question: Should companies use their power to influence people without full honesty?

The Bible warns us to be careful about persuasion and deception. “The simple believe anything, but the prudent give thought to their steps.” (Proverbs 14:15) In other words, we should think carefully before accepting every message.

At the same time, Scripture teaches us to value truth and wisdom: “The fear of the Lord is the beginning of wisdom.” (Proverbs 9:10). As consumers, being wise means asking: Is this choice good for me, or am I just following marketing?

👉 The lesson: marketing is powerful, but our choices should be guided by truth, not manipulation.

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