By Azzam Bilal 
HangupsMusic.com – Stillwater, MN, In a surprising turn for an artist whose career has been defined by ethereal soundscapes, cryptic lyricism, and a self-imposed exile in a remote Wisconsin cabin, Justin Vernon is making headlines for a much more terrestrial reason. The Bon Iver frontman, known for the Grammy-winning For Emma, Forever Ago and the experimental textures of 22, A Million, has pivoted his creative energy toward the culinary arts—specifically, the promotion of deep-fried meatloaf. Vernon has recently composed and performed a promotional jingle for Howards Bar, a local establishment in Stillwater, Minnesota, that has quickly become a viral sensation within the indie music community for its sheer earnestness and infectious melody.
The project marks a departure from the ponderous and often arcane themes that have characterized Vernon’s recent output. Instead of the glitchy, auto-tuned ruminations on existence that fans have come to expect, the new jingle is a bright, "unctuous," and undeniably catchy ode to "meatloaf dippers." The track accompanies a stylized advertisement for the bar, featuring whimsical animation that brings a sense of high-art production to a local commercial endeavor. While the subject matter is humble, the execution bears the unmistakable hallmarks of Vernon’s melodic sensibilities, proving that his ability to craft a "moreish" tune transcends genre and subject matter.
Howards Bar, the beneficiary of this high-profile musical contribution, is no ordinary neighborhood haunt. It opened its doors in 2023 under the stewardship of a duo well-integrated into the regional creative fabric: local musician Caroline Smith and her husband, an accomplished chef. Smith, who rose to prominence in the Twin Cities music scene with her band Caroline Smith and the Good Night Sleeps before transitioning into the sleek pop stylings of her "Your Smith" persona, has long been a peer and collaborator within the tight-knit Midwestern music community. The opening of Howards Bar represented a homecoming of sorts, blending her background in performance with a new venture in the hospitality industry.
The relationship between Vernon and Smith is one rooted in years of mutual respect and shared stages. Vernon’s involvement in the jingle is seen by many as a gesture of community support—a "folk locavore" ethos that prioritizes local connections over corporate branding. By lending his voice to a friend’s business, Vernon reinforces his reputation as an artist deeply tethered to his Midwestern roots, despite his global fame and collaborations with industry titans like Kanye West and Taylor Swift.
The centerpiece of the advertisement—and the inspiration for the song—is the "meatloaf dipper." According to the bar’s own descriptions of the dish, the process is as labor-intensive as a studio recording session. The dippers begin as a dense, traditional meatloaf slathered in a rich sauce. After being baked to perfection, the loaf is sliced into manageable portions, breaded, and deep-fried. The result is a snack that is reportedly as juicy as it is crispy, designed to be dipped and shared. Vernon’s lyrics lean into this sensory experience with a simplicity that borders on the profound. "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," he sings, his voice stripped of the heavy processing that often defines his Bon Iver work, opting instead for a "chirpy" and accessible delivery.
The visual component of the ad is equally noteworthy. To bring the meatloaf dippers to life, the team enlisted the talents of illustrator and animator Nick Stokes. Stokes’ work provides a charming, retro-inspired aesthetic that matches the jingle’s upbeat tempo. The animation transforms the deep-fried morsels into characters of sorts, guiding the viewer through the transition from the kitchen to the plate. This collaboration between a world-class musician and a skilled animator for a local bar highlights a growing trend of "micro-branding," where small businesses utilize their high-profile social networks to create content that rivals national ad campaigns in terms of creativity and engagement.
The town of Stillwater, situated on the banks of the St. Croix River, serves as the perfect backdrop for this intersection of music and comfort food. Known for its historic architecture and as a destination for weekend travelers from the Twin Cities, Stillwater has seen a resurgence in its culinary scene over the last few years. Howards Bar has positioned itself at the heart of this revival, offering a menu that balances nostalgic Americana with modern culinary techniques. The meatloaf dippers have quickly become a signature item, a "must-try" dish that has now been immortalized in song by one of the most influential voices in modern music.
From a musical perspective, the jingle is a fascinating case study in Vernon’s versatility. Throughout his career, he has moved from the acoustic purity of his debut to the maximalist brass of Bon Iver, Bon Iver, and finally into the digital deconstruction of his later work. Writing a commercial jingle for a bar might seem like a trivial task, yet the "meatloaf dipper" song captures a specific type of joy that is often absent from his more somber discography. It is a reminder that music, at its core, is a tool for communication and connection, whether it is exploring the depths of human grief or the simple pleasure of a warm meal.
The reaction to the jingle has been swift and overwhelmingly positive. Social media platforms have seen a flurry of activity as fans of Bon Iver and Caroline Smith share the clip, with many noting that the melody is "maddeningly catchy." Some have joked that the song is so effective it may "ruin your weekend" by staying stuck in your head for days on end. Beyond the humor, however, there is a genuine appreciation for the way the project elevates the local business. In an era where small bars and restaurants face significant economic challenges, having a global superstar provide your soundtrack is an invaluable asset.
Industry analysts have also pointed to this as an example of the "Vernon Effect." Much like his Eaux Claires music festival, which sought to bring high-level artistry to a mid-sized Wisconsin city, this jingle brings a touch of avant-garde prestige to a traditional bar and grill. It blurs the lines between "high art" and "commercial craft," suggesting that a song about fried meat can be just as meticulously produced as a chart-topping indie anthem.
As for the owners of Howards Bar, the influx of attention has been a boon. Caroline Smith and her husband have created a space that reflects their personal histories—a place where the music is as important as the menu. By involving Justin Vernon and Nick Stokes, they have ensured that Howards is not just a place to eat, but a cultural landmark in the making. The bar has reportedly been fielding inquiries from across the country, with many patrons traveling specifically to sample the dippers they heard about through Vernon’s melodic endorsement.
In the broader context of Justin Vernon’s career, the meatloaf jingle may be a small footnote, but it is a significant one. It represents a moment of levity and a commitment to the people and places that shaped him. As he continues to work on new music and various artistic ventures, his brief foray into the world of savory appetizers serves as a testament to his creative restlessness. Whether he is performing in front of thousands at a European festival or singing about "warming your tummy" in Stillwater, Vernon remains an artist who follows his instincts, regardless of where—or to what dish—they might lead him.
The "meatloaf dippers" jingle is currently available to view on social media platforms, where it continues to rack up views and leave listeners with a craving for Midwestern comfort food. For those in the Stillwater area, the dish is served daily at Howards Bar, though guests are advised to arrive early, as the popularity of the song has made the dippers a hot commodity. As the jingle concludes with Vernon’s signature warmth, it leaves no doubt that the collaboration was a labor of love—and perhaps a little bit of hunger.
