Johnsonville Sausage begins Canadian campaign
Food company Johnsonville Sausage has begun a new advertising campaign in Canada. The campaign, developed by Cramer-Krasselt of Milwaukee, focuses on the company's history and small-town origins. It consists of two 30-second television commercials and print advertising, as well as social media elements managed by Matchstick of Toronto. The campaign was adapted for Quebec by Braque.
The campaign will run through the spring and early summer, with television ad buying centred on the NHL playoffs. Future phases of the effort will coincide with other Canadian events such as Family Day, Victoria Day and Thanksgiving. The social media effort will focus on multicultural recipes and entertaining suggestions.
"In our research, we really wanted to understand if Canadians would be open to buying sausage made in America," said Bob Fitzgerald, director of international business development at Johnsonville Sausage. "We were glad to find out they just want a brand that cares as much about quality and freshness as they do, which is certainly true of Johnsonville and has been since 1945."