Amy Vroom
Account Director at CP+B
London, United Kingdom
TitleTailgate
Agency
Campaign Welcome to Johnsonville
Advertiser Johnsonville Sausage LLC
Brand Johnsonville Brats
Date of First Broadcast/Publication 2003 / 4
Product Sausage
Business Sector Fresh Meat, Sausages
Tagline Welcome to Johnsonville
Story We open with two veteran tailgaters watching a rookie grill up Johnsonville brats. The rookie is searching frantically in his truck while in the foreground we see brats on the grill. The two onlookers get increasingly nervous as the brats flame up. Until the rookie saves the day (and the brats) by flipping them with a pair of channel lock pliers. Jim Belushi (VO) reminds tailgaters to “come prepared, or at least prepared to improvise.”
Philosophy The basic idea is to center small stories around the grill and feature the rituals and techniques that surround a true brat fry. We want consumers to know that there are certain things – such as boiling it in beer and onions first or not poking a brat – that really bring out Johnsonville’s full flavor. We’ve captured real moments (that our own consumers told us about) in order help consumers achieve the ultimate grilling experience in their own backyard. We enlisted Chicago native and noted regular guy Jim Belushi to be our voiceover to avoid any corporate feel.
Problem Johnsonville was seeking to provide consumers with helpful tips on how to grill Johnsonville Brats and insights on the brat grilling culture. How a person grills a Johnsonville brat is important in order to bring out that full, juicy flavor. We’re just helping them achieve that.
Media Type Television
Length
Market United States
Production Company
Art Director
Art Director
Copywriter
Agency Producer
Account Executive
Production Company Producer
Production Company Producer
Editor
Editing Company
Music
Director

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