Bon Iver’s Justin Vernon Releases Surprising Jingle for Minnesota Meatloaf Dippers
Justin Vernon, of Bon Iver, has traded atmospheric folk and indie grandeur for a decidedly different artistic medium: a chirpy, unctuous commercial jingle dedicated entirely to meatloaf dippers. Released in late August, the surprisingly catchy tune soundtracks a promotional spot for Howard’s Bar, a neighborhood establishment located in Stillwater, Minnesota.
For an artist typically associated with the dense, ponderous, and arcane textures, the move represents a delightful local pivot. Vernon recorded the track to champion the culinary offerings of the Twin Cities-area bar and grill, proving that even icons have a soft spot for deep-fried comfort food.
Inside Howard’s Bar and the Genesis of the Meatloaf Dipper
Howard’s Bar opened its doors in 2023 at the site of the former Whitey’s Bar. The venture is spearheaded by chef Adam To and musician Caroline Smith, who performs under the moniker Your Smith. Vernon’s deep-rooted ties to his Upper Midwest homeland—spanning his April Base recording studio, the revival of the Eaux Claires festival in Eau Claire, Wisconsin, and Bon Iver’s partnership with the WNBA’s Minnesota Lynx—made him an organic fit for the neighborhood collaboration.
The star of the audio-visual collaboration is an indulgent bar snack. According to reporting from Pitchfork, the creation of the meatloaf dippers involves a kitchen process: a dense meatloaf is slathered in sauce, baked, sliced, breaded, and finally deep-fried until it achieves a sticky finish.
The accompanying promotional spot features retro animation. As the visuals roll, Vernon delivers the earworm lyrics in an easygoing falsetto:
“Meatloaf dippers at Howard’s in Stillwater / Meatloaf dippers can be a whole meal or starter / Meatloaf dippers, oh so light and yummy / Go on and warm your tummy, with dippers.”
Local Commercial Collaborations and Indie Rock Charm
While major artists occasionally dabble in advertising, Vernon’s immersion in hyper-local Minnesota culture stands out.
By lending his distinctive falsetto to a modest tavern snack, Vernon has driven digital attention toward a suburban St. Croix Valley watering hole.
Whether the meatloaf dippers will officially dominate dinner menus or remain a cult favorite among visiting music fans is yet to be seen. However, one reality is certain: Justin Vernon has successfully crafted a tune that will linger in listeners’ heads long after the last bite.
What are your thoughts on indie icons stepping into local commercial jingles? Would a custom track tempt you to try a neighborhood bar’s signature appetizer? Let us know your take in the comments below.
