Creative in association withGear Seven

Johnsonville's New Campaign Reveals You Can’t Spell SaUSAge Without ‘USA’

Advertising Agency
New York, USA
Funny Droga5 spot directed by Adam and Dave via Arts & Sciences/Second Child
Last year, Johnsonville created a limited run of t-shirts using a member's (employee named Shawn) tagline, “You Can’t Spell SaUSAge Without ‘USA’” written across the chest.

The shirts were a huge hit on the brand’s social channels, garnering a surprising level of positive sentiment.

This led us to the insight that consumers might be compelled to hear the story of Johnsonville’s All American origins and that the “Made in the USA” claim not only built trust and quality associations, but improved purchase intent as well. This insight led us to a simple campaign premise: this summer, let’s remind America that “Johnsonville brats are made in the U.S.A.!”

This summer, Johnsonville not only wanted to kick off grilling season with bang, they wanted every American to know that Johnsonville brats are made right here in the USA. So for the third installment of the “Made the Johnsonville Way” campaign, Johnsonville once again turned to its employees for the commercial ideas. This time around, four-year Johnsonville employee, Tammy, had her all-American commercial dream come true. After all, you can’t spell SaUSAge without U-S-A!
Tammy’s “Made in the USA” spot combines two of her favorite things: musicals and America. It all starts with a little girl innocently asking her mother where Johnsonville brats are made. Her mother, with the help of a town full of people, answer the girl in the most over-the-top broadway-esque fashion. We don’t want to spoil it for you, but if you’re a fan of dancing firemen, tasty brats, and 300 ft singing statues, you’re in for a treat.

Hopefully, Tammy’s lyrical masterpiece will get people singing and dancing all the way to the store to grill up some American Johnsonville brats. They come in Original and, if you’re wild, their spicy Firecracker brats are available for a limited time.

And if you’re still not convinced how American Johnsonville brats are, tune into ESPN2 on July 4th during the American Cornhole League Pro Series Invitational for another special patriotic treat from Johnsonville.

Bonus: At Johnsonville, their people are responsible for everything. And that means coming up with the commercials, too. Check out this reel of members (employees) pitching their ideas for an American commercial!

Agency / Creative
Post Production / VFX
Music / Sound