Breakfast is the most important meal of the day and even more so during the holidays. That’s why Johnsonville, one of the leading sausage brands in the world, is rolling out an innovative Facebook campaign to give families fresh ideas to spruce up their morning spreads this season.
Created and produced by Toronto-based social media agency Matchstick, the campaign features a Christmas breakfast table-scape that users can pan across to view various dishes, such as breakfast pizza and a holiday breakfast casserole. The dishes, which incorporate different Johnsonville sausages in unexpected ways, click through to a corresponding recipe on the Johnsonville website, johnsonville.ca.
The campaign takes advantage of Facebook’s new Canvas ad format, an immersive and fast-loading full-page mobile ad that gives brands a new way to engage with consumers. Visit Johnsonville Canada’s Facebook page.
It marks the latest social initiative aimed at Canadian consumers. Over the past year, the brand has built a loyal following on social media, with social posts amassing a multitude of engagements. Matchstick keeps fans satiated throughout the year with recipe suggestions and other tips and tricks for incorporating Johnsonville sausages into meals in new ways.
Social has also been a huge driver of traffic to the Johnsonville Canada website, thanks in part to Canadian influencers including celebrity chef and Top Chef Canada and Chopped Canada judge Mark McEwan, who has appeared in spots and recipe videos for the brand.
“So many consumers are turning to social media for recipe inspiration and ideas, especially around the holidays, when they may want to spice up the holiday spread with new recipes or try different twists on their usual repertoire,” said Jackie Hendricks, International Marketing at Johnsonville. “The holidays are a busy time. We wanted to share easy recipes for families to enjoy that are also delicious and use Johnsonville sausage in new and interesting ways.”
“Johnsonville is a brand tailor-made for social media. Its simple, delicious food is a social catalyst in backyards and at the kitchen table, and its community of loyalists isn’t shy to advocate passionately for the brand,” said Patrick Thornburn, Co-Founder, Matchstick. “Innovating with the latest social platform products – from Canvas to Live to 360 photography – keeps us fresh and relevant to our audience, and makes us stand out in a competitive category.”
In 2017, Johnsonville will continue with a multi-platform marketing campaign that includes new recipe videos, social media, television and print. In addition, Matchstick will extend the brand’s social reach in Canada further with the launch of Johnsonville Canada’s Instagram account.
Johnsonville, Wisconsin is a town built on sausage, for sausage and by sausage. We started as a small, family-owned butcher shop in 1945 dedicated to crafting the best sausage around, and 70+ years later, that hasn’t changed. The delicious sausage made in the butcher shop came from an old family recipe, which made its way down the family tree from 19th-century Austria. Today, that family recipe remains, and only three people in the world know the secret ingredients for Johnsonville sausage. Johnsonville employs approximately 1,600 members and the brand is distributed in over 40 countries around the world. The company remains privately owned today. For additional Johnsonville company information, new product news and the latest recipes visit www.johnsonville.ca.
Matchstick is one of Canada’s leading independent social digital agencies. Since 2001, it has designed and delivered innovative and impactful marketing communications for some of the world’s most innovative B2C and B2B brands. Matchstick’s specialization in social digital includes strategy, content, Influencer engagement, analytics, and paid media planning and buying. More about us: www.matchstick.ca