The Brief
TRAILBLAZING IN RETAIL___
In 2020 Johnsonville planned to launch a fully cooked breakfast sausage that could be cooked and ready to enjoy in just 30 seconds. This was a new category, and while they had some data, they needed our team to build on their consumer insights, persona and purchase journey to ensure that this new innovation hit the spot and landed on breakfast tables across the country.
The Insights
FROM WEEKEND TO WEEKDAY___
U&A data shows that breakfast sausage is seen as a weekend treat – eaten by families when they have time to enjoy. This product broke down that barrier. Our strategy was to deliver a clear and simple message that sausage any day of the week was now an option. Afterall, why should the weekend have all the fun?
The Payoff
MULTI-CHANNEL MIX___
The result, a direct call-out to announce that from now on, every day can be a day for breakfast sausage. In-depth research and a robust media plan led to a multi-channel approach that followed our consumers as they traveled through their day delivering time-relevant and sequential messaging.
OUR ROLE
- Strategy
- Design
- Photography
- Digital and Social Marketing
- Broadcast
- OOH
- In-store Communication
- Trade Marketing
- Print Production
- Video Production
