Nail Brings ‘Bratwurship’ to the Masses

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, A motorized “Bratmobile” (nicknamed “The Holy Grill”) will make promotional appearances.

“We’re taking on some huge competitors in this space, and this has been an ideal case study for us to prove our philosophy that you can take on big budgets with big ideas,” added Brian Gross, creative partner at Nail.

The $500,000 summerlong effort launches this week with radio airing on Boston-area stations WAAF and WEEI, as well as samplings at 165 locations this week and a “Bratwurship Day” at Jimmy’s in Cambridge, Mass.

—Adweek staff report