Johnsonville Fresh Bratwurst: Reinventing dynamic creative, for grilling season

Melissa Schoenke, Duke Borgerding, Charlie LeCrone

Sausage company Johnsonville used a dynamic, creative campaign focused on weather-triggered media to encourage early-season consumption of its Fresh Bratwurst.

Campaign details

Brand: Johnsonville Fresh BratwurstBrand owner: Johnsonville Sausage CompanyLead agency: Compass Point MediaContributing agencies: Craft, Droga 5Country: United StatesIndustries: Meat, poultry, fishMedia channels: Content marketing, Online display, Online video, Point-of-purchase, Programmatic display, RadioBudget: 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...

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