Kerker Gets Fresh for Johnsonville

CHICAGO Kerker appeals to the freshness fanatic in everyone in Johnsonville’s first broadcast advertising specific to its Italian sausages that breaks next week.

In one spot from the Minneapolis independent agency, a woman searches for a fresh tomato in a grocery story by sniffing it, only to be embarrassed when caught in the act by a store employee. She is later seen searching for the freshest date on a milk carton, and exchanges a head of lettuce in her cart for one from the stock boy. “You’re why Johnsonville Sausage is made with only the freshest cuts of pork,” says a voiceover by actress Peri Gilpin (Frasier), who also delivers the tagline, “Welcome to Johnsonville.”

“Peri is the kind of woman that other women just seem to like,” said Kerker creative director Chris Preston in a statement. “She has human quirks but is direct and practical and the perfect voice to deliver the brand messages about shoppers on a mission for freshness.”

The campaign will begin airing after Labor Day in the U.S. and Canada. Radio ads will begin playing later in the month.

Campaign spending was not disclosed. The Sheboygan, Wis., company spent nearly $15 million on advertising last year, according to TNS Media Intelligence/CMR.