Johnsonville Fresh Bratwurst: Inspiring weather to grill, or not

Johnsonville Sausage Company, famous for its bratwurst grilling sausage, increased sales in the US Midwest with a weather-triggered programmatic ad campaign which ran outside of the usual grilling season.

Campaign details

Brand: Johnsonville Fresh BratwurstBrand owner: Johnsonville Sausage CompanyLead agency: CompassPoint MediaContributing agencies: Craft, Droga5Country: United StatesIndustries: Meat, poultry, fishMedia channels: Online display, Online video, Point-of-purchase, in-store, Programmatic display, RadioBudget: 1 - 3 million

Executive summary

Johnsonville Sausage Company is famous for bratwurst – a markedly seasonal product. Because most people prepare brats upon an open-fire grill, Johnsonville's sales occur primarily when weather is conducive to being outdoors.

Johnsonville has national distribution and deep Midwestern roots. Within the Midwest, June, July and August are reliable...

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