With help from Vince Vaughn, Johnsonville ads tells folks to turn down the temperature on negativity
MILWAUKEE (CBS 58) --- Wisconsin-based sausage company Johnsonville is encouraging people to turn down the temperature and get together.
The "Keep it Juicy" campaign hopes to remind Americans about the importance of connection and togetherness. Johnsonville rolled out the new advertisement campaign in April with commercials voiced by actor Vince Vaughn.
The goal is to help remind people to stop and make time for fun, even amid a politically divisive time in culture. "What if instead of keeping it angsty, we all keep it juicy," you can hear Vaughn say in the ad.
Officials with Johnsonville say the "Keep it Juicy" campaign isn't just about sausage. "We asked thousands of Americans; do you agree with the following statement? There's too much outrage in America, and I wish we could just turn down the temperature....and 82% of people agreed with that statement," said Jamie Schmelzer, Senior Director of Marketing at Johnsonville.
The campaign aims to remind people to get back to the basics of connection. Johnsonville partnered with Milwaukee-based creative agency Hold Fast to bring the campaign to life. "We live in a divisive, somewhat hostile society and that's only going to get more heated as we move through this year," said Brian Ganther, Creative Director at Hold Fast.
With the idea that Johnsonville's brand is about unity through food, the company says this campaign is coming at the right time.
"When we say keep it juicy, it's an idea that means let's turn down the temperature, take a break, gather some people you like, gather some good food, and make some time for fun and togetherness," said Schmelzer.
They say research showed them that since the pandemic, less people are hanging out and enjoying each other's company.
"Johnsonville is a hangout brand and when the research told us that people weren't hanging out anymore...because there was too much tension and division...that really kind of stuck with us. We needed to do something about it, not just to sell more sausage but to create a better vibe in the world," said Ganther.
The company continues to push the message of positivity with its latest ad on social media, featuring Bucks start Giannis Antetokounmpo, along with actor Brian Baumgartner, known best for his role as Kevin Malone in "The Office." Filmed in selfie-style, the social media ad also features actress Tia Mowry and comedian Lil Rel. The ad talks about "fixing the internet" by spreading positivity.