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Johnsonville Brown Sugar and Honey Breakfast Sausage
Sample Line

RAN IN: United States

CLIENT
Johnsonville Sausage

AGENCY
Kerker *Lead Agency


Haworth Marketing and Media


SUMMARY

In a highly competitive segment driven by flavor variety and innovation, Johnsonville had developed a standout product, Brown Sugar and Honey fresh breakfast links, with a flavor profile the competition had yet to match. However, two previous attempts to introduce the Brown Sugar and Honey product was met with marginal success. This was not a product problem, the product scored off the charts in concept and hedonic testing, this was a marketing problem. Before the competition launched a parody product, Johnsonville needed to secure the coveted position of first to market and drive awareness and trial of the unique flavor combination -- all without the benefit of saying "new", as that window had already been shut.


Language: English