Campaign details

Brand: Johnsonville Fresh Bratwurst
Brand owner: Johnsonville Sausage Company
Lead agency: Compass Point Media
Contributing agencies: Craft, Droga 5
Country: United States
Industries: Meat, poultry, fish
Media channels: Content marketing, Online display, Online video, Point-of-purchase, Programmatic display, Radio
Budget: 1 - 3 million

Executive summary

Johnsonville Fresh Bratwurst's success is dependent upon winning in a short spring/summer grilling season.

Seasons are less defined by calendar dates than by the weather. In markets where winters are brutal, that first breath of spring-like air is met with a celebration akin to that of Christmas morning.

Developing a market-specific way to scientifically determine these weekends, Johnsonville used weather-triggered dynamic creative to deliver real-time, customized grilling forecasts to consumers.