Keep It Juicy Ad Campaign Launches

Johnsonville, the No. 1 national sausage brand, announced a new brand campaign called “Keep It Juicy,” which launches nationally today. The new campaign, voiced by actor Vince Vaughn, features bold, vibrant creative reminding Americans to “Keep It Juicy” by taking a break, turning down the temperature, and enjoying good food with good people.

Johnsonville, the brand behind the ultimate hangout food, fuels potlucks, brunches, tailgates and block parties. With the launch of “Keep It Juicy,” the company will highlight the joy of sharing a great meal with friends, family and neighbors — an especially poignant message during a time when a significant majority of Americans admit to feeling exhausted by the negativity and anger in America, with a never-ending news cycle seemingly driven by divisiveness across the country. 

In a new study done in conjunction with the campaign’s kickoff—Johnsonville’s National Temperature Check, which was conducted by The Harris Poll—the data underscores that not only are most Americans gathering less than they used to, they also believe having fun with people has gotten harder. In fact, 80% of Americans polled said there are people in their life they really miss and want to reconnect with. The poll was conducted online by The Harris Poll Feb. 29 – March 4 among over 2,060 U.S. adults 18+. 

“Our team started half-joking that if people hang out less, it’s going to be bad for sausage because our products shine brightest when friends and family gather around food,” said Jamie Schmelzer, Senior Director of Marketing, Johnsonville. “We realized America needed more than a reminder to eat sausage, so ‘Keep It Juicy’ encourages people to take a break from all the negativity, gather some good people, make some great food, then keep it fun and keep it together, if only for a few hours. Of course, we hope our sausage is on the menu.”

Johnsonville tasked upstart creative agency Hold Fast out of Milwaukee with a tall order: tell a culturally relevant story, one demonstrating the simple positive power of sharing a meal with our friends, family and even strangers.

“A sausage company making a cultural statement about America is sort of ridiculous,” said Brian Ganther, Hold Fast Executive Creative Director. “But the truth is, anger is addictive and 2024 is only going to get more heated. So why not a sausage company to encourage folks to turn down the temperature a bit, hang out together and have a little more fun?”

The television spots will air across national television, thematically timed for occasions where family, friends, and neighbors are more likely to gather: brunches, potlucks and block parties. The integrated media buy includes radio and digital ads, across both traditional and retailer-specific sites. Johnsonville’s OTR drivers will take the campaign on the road with an impressive “Keep It Juicy” campaign-branded truck fleet. The campaign will also run a robust social media plan that will find and inspire moments that "Keep It Juicy" in the real world.

The campaign launches with a :60 “Anthem” that playfully calls out our own outrageous behavior. View the 60-second brand anthem HERE and a 30-second block party spot HERE.

Just like keeping it low and slow when cooking or grilling Johnsonville products, the campaign encourages people to turn down the temperature in life to Keep It Juicy. After all, it shouldn’t be this hard to spend time together. In Johnsonville’s National Temperature Check poll, 75% of Americans agree: people are mostly good. And, it’s easier to spend time with people over a meal—in fact, 71% of Americans agree it’s easier to hang out with people whose views they don't necessarily agree with if they are enjoying a meal they love.

To join the “Keep It Juicy” conversation, follow Johnsonville on Instagram, @Johnsonville and use the hashtag #KeepItJuicy. For “Keep It Juicy” inspiration and more campaign extensions, visit www.johnsonville.com/keepitjuicy

Credits List:

Johnsonville

Jamie Schmelzer, Senior Director of Marketing, Strategic Growth

Marc Bennett, Senior Integrated Marketing Manager

Carly Nusser, Digital Activation Manager

Karen Kraft, Associate Director, Consumer Insights

Agency: Hold Fast

Brian Ganther, Executive Creative Director

Bill Milkereit, Creative Director, Writer

Todd Tucker, Creative Director/AD

David Dugan, Account Director

Timm Gable, Executive Producer

Shelley Gauthier, Executive Producer

Kate Fiorita, Producer

Production: Tool of NA

Rob Sexton, Executive Producer

Bobby Louise & Brig, Director

Robert Yeoman, Director of Photography

Production - Product: Jason Little Photography

Jason Little - Director/Photographer

Production: CJ Foeckler Photography

CJ Foeckler - Stills Photographer

Editorial - Occasion: Rock Paper Scissors

Haines Hall, Editor

Editorial - Product: Funland Studios

Travis Whitty, Editor

 Eric Arsnow - Editor

Animation & Additional Editorial: Funland Studios

Eric Arsnow, Artist

Color: Thrive Colour

Matthew McClain - Colourist

Online: Charlie Uniform Tango

Allen Robbins, Artist

Audio: Charlie Uniform Tango

Russel Smith, Engineer

VFX

A52

Funland Studios

Charlie Uniform Tango

Celebrity, Music & IP Licensing: Bums Entertainment

Joshua Spiegelman, SVP - Entertainment & Sports

Lori Nelson, EVP - Entertainment & Music

Britta Idrees, Vice President

UGC Search & Licensing: Catch + Release

Johnsonville’s National Temperature Check Research Methodology:

The research was conducted online in the United States by The Harris Poll on behalf of Johnsonville among 2,060 U.S. adults. The survey was conducted February 29-March 04, 2024.

Data are weighted where necessary by age, gender, race/ethnicity, region, education, marital status, household size, and household income to bring them in line with their actual proportions in the population.

Respondents for this survey were selected from among those who have agreed to participate in our surveys. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within ±2.5 percentage points using a 95% confidence level. This credible interval will be wider among subsets of the surveyed population of interest.

All sample surveys and polls, whether or not they use probability sampling, are subject to other multiple sources of error which are most often not possible to quantify or estimate, including, but not limited to coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments.