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Johnsonville Sausage
Johnsonville Brattender Campaign

RAN IN: United States

CLIENT
Johnsonville Sausage

Fabian Pereira - VP, Mktg.
Jim Mueller - Director, Mktg., Grilling

AGENCY
Cramer-Krasselt *Lead Agency

Chris Jacobs - SVP, Executive Creative Director
Susan Stearns - SVP, Group Acct. Director
Sarah Estes - Acct. Executive
Brian Ganther - VP, Creative Director
Tanya Pinsoneault - VP, Acct. Supervisor, PR
Jim Root - Assoc. Creative Director
Jamie Schmelzer - VP, Mgmt. Supervisor


Tech by Design


SOSH


SUMMARY

In 2013, Johnsonville cut media spending behind their famous bratwurst, but sales expectations didn't decrease with the budget. With less money to buy impressions, we needed to earn them. Insights gleaned from our social analytics led us to enlist our biggest fans to help. We mobilized them by creating a character called The Brattender. He offered sharable bits of wisdom and inspired our fans to create their own sharable content. In a year we hoped to keep brat volume flat, we managed to sell even more brats.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: PR,Social Networking Applications,Events

Audience: Brand Influencers,Fathers,Men,Mothers,Women

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English