Emotional-connection-with-sausagesVILLE

Johnsonville Sausage’s new campaign represents the company’s elevated brand awareness and first attempt at social media. The company is trying to move away from the stuck in sameness advertising of ‘bite and smile’ shots, and create a greater consumer impact by making the product relevant to them.

The Create Your Own _VILLE contest asks users to upload images and fill in the word before “ville” that ties into the social moments in which people enjoy Johnsonville Sausage.

The campaign is a bid to not only engage users with their brand and products, but to connect with them in an emotional way that will build community and return on investment.

The campaign is also an attempt to re-introduce the brand’s other product lines, such as it’s traditional brats and grilling sausage products.

With the grilling season just beginning this campaign is an integrated one that will also include a number of print, television and out-of-home executions that will be strategically placed to define that moment. For example a “Tailgateville” will be placed in stadium parking lots, and a “Summerville” near beach spots or outdoor festivals.

Users can vote on their favourite versions of the “Create Your Own _VILLE” ads, and the grand prize winner will receive $10,000. Users who vote on the entries will also be eligible to win several grilling prizes as well, one of the entries may be chosen for the next Johnsonville Sausage adverti