While we’ve done some pretty neat stuff on the internet, we haven’t figured out how to taste over the World Wide Web. However, we can hear—and bacon that’s 5x thicker sounds delicious. So, to launch its Steakhouse Premium Bacon, IHOP went live on the new, audio-only social network, Clubhouse. But we did things differently. We didn’t talk about our new bigger bacon. No, we decided to let the bacon speak for itself.

Ad Age called it “the start of experimentation in audio-only marketing.”