We open on a man looking at a recipe card in his kitchen. He pours three beers into a pan on the stove, throws in some onions and adds a pack of Johnsonville Brats. He cracks open a fourth beer for himself before throwing the boiled brats on the grill. We end as he passes a plate of onion-smothered brats to his special someone reminding her why she picked Mr. Right.
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 Johnsonvilles full flavor. Weve 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. Were just helping them achieve that.