Dig In
101. How Johnsonville’s marketing strategy lead from sausages to social change
Apr 25, 2024
Karen Kraft, Associate Director of Consumer Insights & Analytics at Johnsonville, discusses the company's Keep It Juicy campaign promoting unity through shared meals. They also explore women's roles in a male-dominated industry and the evolution of research nerds to strategic business partners in marketing.
25:25
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Quick takeaways
- Johnsonville promotes unity through 'Keep It Juicy' campaign
- Multicultural consulting ensures inclusivity in Johnsonville's marketing approach
Deep dives
Johnsonville's Keep It Juicy Campaign
Johnsonville's 'Keep It Juicy' campaign was inspired by the insight that people are divided by trivial outrages. The campaign aims to encourage people to come together and enjoy moments with others, emphasizing the importance of social interactions. By promoting the idea of lower temperatures for juicier sausages and bringing people together over meals, the campaign resonates with the need for unity amidst today's societal divisions.
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