• Our experience with Fervent has been extremely rewarding. The Fervent Team not only brings superior execution and service, they bring an entire portfolio of strategic, creative and financial development skills to the team. We look forward to partnering with Fervent on multiple programs across Canada in the coming years.

    Bob Fitzgerald Director - International Business, Johnsonville Sausage

Experiential Marketing & Program Management

The Brand

Johnsonville Sausage is a sausage company headquartered in Sheboygan Falls, Wisconsin. Founded in 1945, it is one of the largest sausage producers in the United States and the largest sausage brand by revenue in the United States.

The Situation

Johnsonville Sausage have run The Big Taste Grill program in United States for over 20 years. The truck is the worlds largest bbq, 65ft in length and 54,000 lbs in weight. The Big Taste Grill can cook 750 brats at a time and over 2500 brats per hour. Johnsonville wanted to bring the truck to Canada for an experiential marketing program and awarded Fervent Events the RFP.

The Activity

Johnsonville Sausage wanted to test the truck at one program in Toronto in 2016, with more activations in 2017. Fervent Events recommended the Honda Indy, an event attended by 50,000 people. The program works well as it enables mass impressions and product sampling whilst sales compensate participation.

Fervent liaised with the event and managed all permit and vendor aspects of the program, everything from site checks to purchasing condiments pre-event to set up, staffing and tear down post event.

The Results

  • 2500+ brats sold at the event, alleviating some of the program cost.
  • 15 Fervent brand ambassadors and 10 Make-a-Wish volunteers executing the program.
  • 50,000 event attendees & Fan 590 radio remote.
  • $10,000 donation to Make-a-Wish Foundation by Johnsonville Sausage.
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