Heaven on a Bun

Johnsonville was the #3 sausage brand in the U.S. But they hadn’t launched a major branding effort in 19 years. A new vending agreement at Lambeau Field opened the door. They needed a campaign big enough to take the category.

Every serious griller has a personal technique for the perfect brat. Protecting that sacred ritual from people who treat a brat like a hot dog is a battle worth fighting.

A TV spot positioned the male griller as hero, with Jim Belushi coaching him with tips and tricks for brat perfection. A “Sausage 411” series brought the sizzling schooling online. Expert-to-newbie mentoring stories became the executional backbone. The Lambeau scoreboard TV spot ran for 16 years.(!)