Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that intersts you, share your favourite stories and follow your favourite people and companies

Already have an account?

  • 130

Celebrate 'Bratsgiving' with Johnsonville's "The Legend of Carl"

Droga5 New York, 1 month, 1 week ago

The "Made the Johnsonville Way" campaign continues as we meet Carl, 'The Santa Claus of Bratsgiving'.

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 to enter for a chance to win a limited edition Bratsgiving Brat Bundle from Carl. The contest ended on August 9th.

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

Creative Agency

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

Genre: Animation