Bon Iver frontman Justin Vernon has written a jingle for a local bar’s meatloaf dippers, and it is doing exactly what jingles are supposed to do: sticking in your head. The track promotes the Minnesota bar and grill Howards Bar, which opened in 2023 and is run by local musician Caroline Smith and her chef husband.
The song pairs with a charming animated ad from illustrator Nick Stokes, and it has a chorus that repeats the name of the dish three times. That is the whole trick.
Hook and Lyrics
Vernon’s jingle is described as “deft, unctuous, and maddeningly catchy.” The lyrics, for anyone who prefers to sing along silently, go like this:
- “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”
The repetition is the point. This is a jingle, not a folk song about existential dread. It is meant to be easy to remember, and it is.
The Dish
The meatloaf dippers themselves are the star of the show. The recipe involves taking a dense meatloaf, slathering it in sauce, baking it, slicing it, breading it, and deep-frying it. The result, per the description, is a dish that gets as “juicy and sticky” as Vernon’s tune.
The ad sets the cheerful tone for the song. It is a simple concept.
Vernon’s Choice
Vernon’s reputation is mixed. He is known for folk music with a strong sense of place, but he also has a history of songs that are heavy, dark, and difficult to sit through. This jingle leans into the folk locavore side while avoiding the ponderous and arcane.
The comparison is worth making. Vernon could have written a meatloaf song about the weight of tradition or the slow burn of nostalgia. Instead, he wrote something cheerful. The contrast is part of the appeal.
| Aspect | Howards Bar Jingle |
|---|---|
| Tone | Chirpy, promotional |
| Style | Folk locavore |
| Subject | Meatloaf dippers |
The Pitchfork Angle
The story comes from Pitchfork, which has emailed the bar owners for more information. The ad is live, and the jingle is available to hear. The dish is on the menu, and the bar is in Stillwater, Minnesota.
There is no indication how Vernon was involved or compensated. The promotion is small-scale, local, and personal.
Final Word
This is a jingle, and jingles are designed to be annoying. They are meant to repeat until you buy. Vernon has delivered on that promise.
The song is short, the lyrics are simple, and the melody is cheerful enough to stick with you for days. Whether that ruins your weekend depends on your tolerance for catchy hooks. For most people, it will.
Vernon wrote a jingle, and the world now has one more earworm to deal with.
The dish sounds good. The ad looks good. And the jingle, well, it will be with you all weekend.