Bacon is the new sex. Not in a kinky pork-in-the-bedroom way. Like models in their skivvies and actresses flashing extra leg, bacon has such an undeniable appeal that it’s now being used to sell things it has absolutely nothing to do with—like banking.

Those bacon billboards you’ve seen over local highways, the ones with super-sized strips wearing “trendy” mustaches and the sexy gleam of grease, are actually advertisements for One Nevada Credit Union. Launched on August 1, the BACON campaign promotes One Nevada’s suite of checking accounts, which come with benefits like cash perks and free text alerts (though not, apparently, free pork products). BACON is an acronym; it stands for Bad A$$ Checking from One Nevada.