The millions of viewers of the YouTube cooking channel Epic Meal Time know that chef Harley Morenstein uses plenty of bacon in his outlandish meaty creations. Finally, the show is bringing home the bacon — in the form of a yearlong sponsorship from Hormel Black Label Bacon, which will furnish the Epic Meal Time staple. It’s a way to get the brand in front of a male audience that is, well, hungry for this kind of entertainment, said Reza Izad, chief executive of Collective Digital Studio, which produces the show. Terms of the sponsorship were not disclosed.
This article originally appeared on Recode.net.