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BOSTON Nail Communications said it is helping Kayem Foods launch a new line of bratwurst sausages. The client in Chelsea, Mass., is looking to introduce New Englanders to what has long been a Midwestern passion: the art of grilling bratwurst.
“We developed three flavors specifically for the New England palette and wanted to build excitement locally before going national,” said Matt Monkiewicz, director of marketing for Kayem.
Providence, R.I.-based Nail has developed a marketing concept it calls “Bratwurship,” and a campaign that includes regional radio ads, quirky product packaging, point-of-purchase materials and an irreverent Web site, bratwurship.com.
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