Bratwurst. It's not just for summer anymore.
That's the strategy of advertising from Clarity Coverdale Fury in Minneapolis that Johnsonville Foods is trying out in three Midwest markets. Put away the white shoes after Labor Day by all means, but don't put away the barbecue, and don't stop grilling those brats in the autumn, or even winter.
A 30-second TV spot airing through November in Green Bay and Milwaukee, Wis., and Minneapolis, notes the similarity between a football and a brat in a bun. "Coincidence? We don't think so," says the voiceover, ending with the exhortation, "Grill on."
One print ad points to the eerie similarity in shape. Another presents a condiment-loaded bratwurst with the headline, "Who needs napkins? You've got a sleeve." Print
ads also carry the "Grill on" theme.
"True diehards know that if you can still find the grill, you can still use the grill," said Jac Coverdale, agency creative director.