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

Funny Droga5 spot directed by Adam and Dave via Arts & Sciences/Second Child

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

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!

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Advertiser: Johnsonville

Senior Brand Manager: Sean Nobui

Integrated Marketing Director: Jamie Schmelzer

Creative Agency

Creative Agency: Droga5 NY

Copywriter: Dan Litzow

Art Director: Max Friedman

Strategist: Newman Granger

Executive Creative Director: Scott Bell

Senior Business Manager: Whitney Vose

Data Strategy Director: Lily Ng

Counsel: Zach Werner (Associate)

Associate Producer, Film: Kelly Appleton

Business Affairs Manager: Abigail Press

Senior Communications Strategist: Kevin Wilkerson

Data Strategist: Kellie Choy

Director of Marketing: Ryan Pociask

Global Chief Strategy Officer: Jonny Bauer

Account Supervisor: Elizabeth Federico

Strategy Director: Ben Brown

Executive Producer: Amanda Revere (Film), Andrew Slough (Film)

Creative Chairman: David Droga

Production Company

Production Company: Arts & Sciences/Second Child

Executive Producer: Mal Ward/Scott Chinn (Second Child)

Director: Adam and Dave

DOP: Toby Irwin/Andrei Bowden Schwartz (Second Child)

Producer: Patrick Harris/Sara Vander Horn (Second Child)

Production Designer: Noel McCarthy


Edit Company: Mackcut

Editor: Nick Ljubibich (Second Child)/Ryan Steele (Mackcut)

Producer: Margarita Mutuc

Executive Producer: Gina Pagano

Post Production / VFX

Post Production Company: MPC

Colourist: James Tillett

Colour EP: Ed Koenig

2D Lead: Warren Paleos, Bilali Mack

Colour Producer: Jenna Gabriel

3D: Vishal Darkunde

VFX Producer: Aiste Akelaityte

Executive Producer: Jesse Kurnit


Music Company: Butter Music & Sound

Composer: Josh Canevari

Executive Producer: Ian Jefferys (MD)

Sound Designer: Sam Shaffer

Sound Producer: Molly Burke

Mix: Eric Hoffman

Sound Production: Mister Bronx Audio Post

Producer: Kristin Kuraishi

Category: Food , Meat & Fish

Genre: Apps , Digital , Experiential , PR , People