Johnsonville Sausage Appoints Droga5 as Creative Agency

After a seven-week creative agency review that included four agencies, Johnsonville Sausage has awarded its U.S. based advertising creative business to Droga5.

The finalists included: Droga5, Crispin Porter + Bogusky, Fallon and incumbent agency Cramer-Krasselt, which has handled Johnsonville’s creative business since 2008. The agency review was managed by Avidan Strategies of New York.

“Droga5 was selected based on a proven track record of developing creative that transforms brands,” said Johnsonville’s Vice President Fabian Pereira. The agency will handle strategy, creative, digital/social marketing and branded infotainment.  

Pereira said Johnsonville’s leadership team had a tough decision to make. “All the finalists demonstrated strong strategic acumen and robust creative solutions. They were also in sync with our unique culture. At the end, we felt that Droga5 was the best fit.”

It’s been Johnsonville’s process every few years to review the creative partners it uses to support the various advertising and marketing work for Johnsonville, said Pereira. “Going through this process helps ensure we have the best thinking, resources and creativity to help Johnsonville continue to grow faster than the market. Johnsonville has been successful in its creative relationship with C-K over the last six years, and we appreciate the good work they’ve done in building awareness and engagement for our brand nationwide.”

In making the choice, Pereira said the Droga5 team “understands consumers’ passion for Johnsonville sausage and its role in the lives of millions of American grilling and cooking enthusiasts. With their history of developing great break-through work that transforms brands, we are thrilled about the prospects for this new partnership." 

Ted Royer, the agency’s Chief Creative Officer added, “It’s an honor to work with Johnsonville Sausage, a brand that I remember growing up with. They have a like-minded family culture and entrepreneurial spirit and we are delighted that they have entrusted us with their brand.”

While the creative process begins immediately, Johnsonville estimates its new creative will first appear later in Q1, as Johnsonville enters its 70th year in business.