JOHNSONVILLE
The Meat-iator
Johnsonville launched Sausage Strips in retail at the start of the 2020 pandemic, creating pressure to break through with a campaign that fit the current brand and consumer mindset.
Enter The Meat-iator. Johnsonville’s sometimes irreverent mouthpiece who played off of quarantine life’s silly household disputes. Because after solving the age old “sausage or bacon for breakfast” dispute (Easy. Both.), the Meat-iator had all the authority needed to lead the social-first campaign.
Consumers met The Meat-iator while scrolling their social feed and were encouraged to submit their quarantine-life disputes through #AskTheMeatiator.
The Meat-iator selected his favorite arguments to solve and posted his response the following week. A combination of paid media, social media and influencer marketing amplified the program, and engaged users received M.E.A.T Kits to earn their Meat-iator Certification.
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Social-first, quarantine-friendly production with Lil Rel Howery
UGC-driven Q&A format where the Meatiator solved real-life quarantine woes via #AskTheMeatiator
Integrated regional influencer program
Surprise & delight extension, awarding custom M.E.A.T Kits to engaged social media users
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Drove 4% trial at Kroger and 20% repeat in the first 14 weeks
Social engagements and video views ran at 1/3 the average cost of 2020 social campaigns
Sausage Strips earned 160+ mentions of high-intent product trial keywords
Influencer program drove a 9% engagement rate, out performing the industry average of 3%
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Celebrity talent selection & negotiations
Social media & influencer marketing director
Program management & integration