Cramer-Krasselt Celebrates Tradition for Johnsonville Canada

By Erik Oster 

Cramer-Krasselt, who lost domestic creative duties for Johnsonville to Droga5 following a review last December but continue to work with the brand internationally, launched a campaign for Johnsonville Canada emphasizing the company’s long history and dedication to quality ingredients.

For the campaign, Cramer-Krasselt collaborated with social media agency Matchstick and Braque, who adapted the campaign for the French Canadian market. In “Questions,” Cramer-Krasselt poses a series of questions such as “Does it really matter that we started making great sausage right here in a small butcher shop?” before answering with a resounding, “Yeah, it matters a whole heck of a lot, actually.” There’s more of an emphasis on a commitment to quality and tradition than in Droga5’s campaign, which takes a more humorous approach. “Around Here” takes a closer look at the brand’s history and small town roots.

“In our research, we really wanted to understand if Canadians would be open to buying sausage made in America,” said Bob Fitzgerald, director, International Business Development, Johnsonville Sausage, in a statement. “We were glad to find out they just want a brand that cares as much about quality and freshness as they do, which is certainly true of Johnsonville and has been since 1945.”

The broadcast spots are supported by print, as well as Matchstick’s social campaign. Social elements span Facebook, Twitter and Pinterest, and include multicultural recipe suggestions which will be shared on the brand’s Twitter account every Friday with the hashtag #foodiefriday (see below for an image from the social media campaign). Johnsonville will also unveil a revamped, mobile-optimized mobile-optimized website at the end of June.












Client: Johnsonville
Region: Canada
Campaign: TV, Print, Social Media
Agency: Cramer-Krasselt
Creative Director & Copywriter: Nick Marrazza
Art Director: Josiah Werning
Senior Broadcast Producer: Dinah Goris
Senior Art Buyer: Karen Kirsch
Vice President, Group Account Director: Jamie Schmelzer
Senior Account Executive: Janee Knapp
Account Executive: Jackie Hendricks
Photographer: Dan Goldberg
Retoucher: Gina Ferrise
Production Company: Radar Studio, Chicago
Director: Sam Macon
Executive Producer: Graham Gangi
Head of Production: Eve Cross
Producer: Jonah Mueller
Director of Photography: Travis Auclair
Editor: Mark P. Smith
Music: Foreign Fields
Matchstick, Toronto
Co-Founder: Patrick Thoburn
Sr. Account Manager: Stephanie Mindorff
Account Coordinator: Lindsay Britton
Designer: Jan Mazereeuw
French Adaptation / In-Store Promotion Material / Trade Show Material
Braque, Montreal
President and CEO: Jean-Marc Demers
Director, Account Services: Marie-Josée Bourque
Account Manager: Caroline Graf
Account Coordinator: Laure Guilbert
Production Manager: France Handfield
Art Director: Étienne Thibert
Art Director: Jean-Marie Bédard
Copywriter: Sylvain Thomin