Cramer-Krasselt, who lost domestic creative duties for Johnsonville to Droga5 following a review last December but continue to work with the brand internationally, launched a campaign for Johnsonville Canada emphasizing the company’s long history and dedication to quality ingredients.
For the campaign, Cramer-Krasselt collaborated with social media agency Matchstick and Braque, who adapted the campaign for the French Canadian market. In “Questions,” Cramer-Krasselt poses a series of questions such as “Does it really matter that we started making great sausage right here in a small butcher shop?” before answering with a resounding, “Yeah, it matters a whole heck of a lot, actually.” There’s more of an emphasis on a commitment to quality and tradition than in Droga5’s campaign, which takes a more humorous approach. “Around Here” takes a closer look at the brand’s history and small town roots.
Read the full posting at Adweek here.
Wisconsin-based Johnsonville is hoping to grow its market penetration north of the border with its first Canada-specific campaign.
In TV spots, print ads and a series of 15 short videos being pushed on the brand’s Canadian Facebook and Twitter accounts, Johnsonville is promoting its heritage, celebrating how its roots and the methods used to make its sausages have stayed the same as the company has evolved over its 75-year history. Other videos emphasize the many different uses for the company’s products, and a social media campaign will feature a diverse range of recipe ideas every Friday that reflect Canada’s multicultural history. Recipes and other food-related content featuring Johnsonville will also be shared by influencers active in the food space, both online and at events.
Read the full posting at Strategy Online here.
Social media outreach comprises part of the brands first “serious effort” in Canada
As part of a broader campaign celebrating its small-town roots, 70 years of tradition and an emphasis on quality ingredients, the sausage company has launched a “significant” social media initiative developed by Toronto agency Matchstick.
The social component includes Canadian Facebook, Twitter and Pinterest pages curated by Matchstick, as well as a new mobile-optimized website set to launch at the end of June. Johnsonville is also using paid media across both Facebook and Twitter.
Read the full posting at Marketing Magazine here.