![]() “Sausage is an incredible product – you can dress it up or down,” Hendricks says, and the brand wanted to celebrate the versatility of a food that can be enjoyed in the summer or winter, at a BBQ with the boys, to impress the in-laws, or create a lovely meal that may just save the day. The format and “Yup, that’s a Johnsonville moment” tagline are new with this campaign, and Hendricks thinks they have legs. Leading with TV, there will be five spots running nationally, led by Canadian AOR Milestone, which handled strategy, creative and media. The agency worked with Nimble Content and Eggplant Sound to develop the spots, all of which were filmed in Canada.Įach one highlights a different sausage and usage occasion, says Jackie Hendricks, Canadian brand lead at Johnsonville, a way to showcase how a line up that is based around one product – sausage – has enough versatility to fit with a whole range of planned and unplanned occasions. The 76-year-old, Wisconsin-based brand’s “The Sausage” campaign shows that life is full of surprising moments, including husbands forgetting important anniversaries and friends dropping by unexpectedly to eat all your food. Summerfest will run June 22 to 24, June 29 to July 1 and July 6 to 8 at Maier Festival Park.Johnsonville is using the element of surprise to show all the different moments one of its sausages can liven up – or save from disaster. It will be an outdoor patio-like stage area that will focus on Wisconsin-based artists.Įxpect to see plenty of Johnsonville merchandise and products as well. Johnsonville is the official sausage of the Brewers.Īccording to Summerfest, the Johnsonville Summerville Space will be located on the north end of Henry Maier Festival Park. "We're no stranger to sporting events sponsorships in Milwaukee." "It was an easy decision," said Shelly Stayer, Johnsonville owner and board chair. Johnsonville leaped at the opportunity to sign on to Summerfest. We called and asked them if they would be interested." "For them to have a stage is a step up in participation. ![]() ![]() "We have had exposure to Johnsonville in the past but not nearly at this level," said Don Smiley, CEO of Milwaukee World Festival. Once Summerfest and Klement's parted ways, there was an opening for Johnsonville. In December, Summerfest organizers sued the firm for more than $1,025,000, alleging Klement's breached its multi-year sponsorship agreement by not yet paying its 2022 fee. and Milwaukee World Festival mutually agreed to end their sponsorship agreement. The move comes just weeks after Klement's Sausage Co. More: 'I got the best of both worlds': Johnsonville's corporate chef finding new flavors for sausage, bratwurst ![]() To finally be the sponsor of Summerfest is something that has been a lifelong dream." Most of our children live in greater Milwaukee. "It's an absolute honor to be asked to be part of Summerfest," said Ralph Stayer, retired CEO and owner of Johnsonville. The multi-year agreement begins this year and includes a Johnsonville Summerville footprint and stage and designation as the "Official Sausage, Hot Dog and Sausage Stick of Summerfest." Sheboygan Falls-based Johnsonville LLC signed on Friday as a sponsor of Milwaukee World Festival Inc., which produces Summerfest. ![]()
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