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.