Johnsonville Names New Creative Agency of Record
After a seven-week creative agency review that included four agencies, Johnsonville Sausage has awarded its U.S.-based advertising creative business to Droga5.
The finalists included: Droga5, Crispin Porter + Bogusky, Fallon and incumbent agency Cramer-Krasselt, which has handled Johnsonville’s creative business since 2008. The agency review was managed by Avidan Strategies of New York.
“Droga5 was selected based on a proven track record of developing creative that transforms brands,” said Johnsonville’s Vice President Fabian Pereira. The agency will handle strategy, creative, digital/social marketing and branded infotainment.
Pereira said Johnsonville’s leadership team had a tough decision to make. “All the finalists demonstrated strong strategic acumen and robust creative solutions. They were also in sync with our unique culture. At the end, we felt that Droga5 was the best fit.”
It’s been Johnsonville’s process every few years to review the creative partners it uses to support the various advertising and marketing work for Johnsonville, said Pereira. “Going through this process helps ensure we have the best thinking, resources and creativity to help Johnsonville continue to grow faster than the market. Johnsonville has been successful in its creative relationship with C-K over the last six years, and we appreciate the good work they’ve done in building awareness and engagement for our brand nationwide.”
In making the choice, Pereira said the Droga5 team “understands consumers’ passion for Johnsonville sausage and its role in the lives of millions of American grilling and cooking enthusiasts. With their history of developing great break-through work that transforms brands, we are thrilled about the prospects for this new partnership."
Ted Royer, the agency’s Chief Creative Officer added, “It’s an honor to work with Johnsonville Sausage, a brand that I remember growing up with. They have a like-minded family culture and entrepreneurial spirit and we are delighted that they have entrusted us with their brand.”
While the creative process begins immediately, Johnsonville estimates its new creative will first appear later in Q1, as Johnsonville enters its 70th year in business.
Droga5 is a creative and strategic advertising agency headquartered in New York with offices in London and Sydney. Founded in 2006, Droga5 now counts as its clients Blizzard, Chobani, The Coca-Cola Company, Georgia Pacific, Google, Hennessy, Heineken, Jockey, Mondelez International, Motorola, Prudential, Reckitt Benckiser, Toyota, Under Armour, UNICEF and YMCA, among others. In 2013, leading entertainment and media company William Morris Endeavor made a significant investment in Droga5, launching a strategic partnership to best serve each entity’s clients. For more information, visit droga5.com.
Wisconsin-based Johnsonville Sausage is the No. 1 national sausage brand, featuring: brats, Italian sausage, smoked-cooked links, breakfast sausage, Grillers and meatballs. Johnsonville products are served in 125 professional, college and semi-pro sports stadiums throughout the U.S.
Johnsonville employs approximately 1,600 members. Founded in 1945 by the late Ralph F. and Alice Stayer, the privately held company remains family owned today, providing various sausage products in 40 countries. For additional information, visit www.johnsonville.com.