Campaign details

Brand: Johnsonville Fresh Bratwurst
Brand owner: Johnsonville Sausage Company
Lead agency: CompassPoint Media
Contributing agencies: Craft, Droga5
Country: United States
Industries: Meat, poultry, fish
Media channels: Online display, Online video, Point-of-purchase, in-store, Programmatic display, Radio
Budget: 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 selling seasons since the weather is at its best. However, March, April and May are less predictable, with one day being 34 degrees with flurries, and then swinging to 65 and sunny the next.