Johnsonville Looks Beyond Brats

Kerker will attempt to make Johnsonville known for more than bratwurst as the company looks to boost its image nationally.

“They’re a premium brand whose image needs to catch up with their performance,” said Christine Fruechte, the Minneapolis agency’s director of client services. “Our campaign will resonate on a national level across all product lines.”

Kerker won the $10 million account over finalist Periscope. The Kohler, Wis., company parted with five-year incumbent Clarity Coverdale Fury, also in Minneapolis.

Johnsonville is known in the Midwest and elsewhere primarily as a bratwurst maker, Fruechte said. The agency plans to create a “unifying positioning” that will include some of the company’s other products, such as breakfast sausage and sausage rolls, she said.

That approach will likely play up the heritage of the company, which traces its roots to a family butcher shop in Wisconsin, Fruechte said.

“Both of us share a common belief in brand storytelling,” she said. “[We’re] going back to the roots of what they’re all about.”

Kerker’s assignment will include TV, outdoor, print, interactive and strategic planning. Media duties will be handled by Haworth Marketing Associates in Minneapolis. Kerker’s first work is expected this fall.