Celebrate 'Bratsgiving' with Johnsonville's "The Legend of Carl"
On August 2nd, Johnsonville released its second installment of the “Made The Johnsonville Way” campaign in celebration of Bratsgiving on August 16, National Bratwurst Day. To get more people to pull their grills out to celebrate this grilling holiday after a long summer of grilling, Johnsonville created a symbolic hero for Bratsgiving who helps get people in the holiday spirit. This Santa Claus of Bratsgiving goes by the name of Carl, the Great Bratsgiver.
The Legend of Carl comes from the minds of real Johnsonville employees, coming to life through storybook illustrations and animations in the campaign’s hero film. At the end of the video, brat lovers were invited to www.Johnsonville.com/Bratsgivi
Over the days leading up to yesterday’s Bratsgiving, Johnsonville released additional short videos across its social channels, where employees go into the finer details of Carl, the Great Bratsgiver.
Yesterday, on Bratsgiving Day, Carl, along with the Big Taste Grill, hosted an event at a local YMCA in Kansas City, Missouri. While there, people will hear an official reading of The Legend of Carl, the Great Bratsgiver storybook, posed for photos with the Great Bratsgiver and enjoyed some delicious, free Johnsonville brats. Johnsonville is also making significant donation to that YMCA's new kitchen renovations as a part of the Y’s larger facility expansion.
Account Director: Pat Rowley
Executive Producer: Scott Chinn
Designer: Julia Gordon
Chief Creative Officer: Ted Royer
Copywriter: Gabe Sherman
Associate Creative Directors: Chris Colliton, Kevin Weir
Group Account Director: Julia Albu
Group Creative Director: Scott Bell
Creative Chairman: David Droga
Project Manager: Rayna Lucier
Design Director: Rich Greco
Head of Art: Cliff Lewis
Print Producer: Rick Gutierrez
Account Supervisor: Kate Tyler Monroe
Chief Creation Officer: Sally-Ann Dale
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Aaron Wiggan
Data Strategy Director: Lily Ng
Junior Art Director: Gage Young
Associate Broadcast Producer: Jenna Allchin
Social Producer: Alice Tam
Group Communications Strategy Director: Brian Nguyen
Senior Strategist: Marc Iserlis
Print / OOH
Retoucher: John Ciambriello
Category: Food , Savoury