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.