The Brand

Since its humble beginnings in 1945, Johnsonville has grown to be one of North America’s biggest and most trusted producers of great-tasting sausage products. It’s currently enjoyed in more than 33 countries across the world.

In 2016, Fervent Events teamed up with Johnsonville Sausage to expand their brand awareness with an ambitious campaign: a 5-month food truck campaign.

Road Show

Returning client Johnsonville Sausage came to Fervent Events with the goal to expand their influence in the Quebec area (which consumes almost one quarter of the nation’s sausage). Johnsonville was looking to launch a 5-month food truck campaign to grow their brand in the region.

The plan was to set up shop at five of Quebec’s largest festivals where they could market four unique menu items that exhibited the quality and versatility of the Johnsonville brand. The campaign also included an in-store sampling element: the truck would travel to a variety of retail venues where the team would distribute free samples.

In-store Sampling

The biggest challenge of the Johnsonville Sausage campaign was the scope. This marketing effort was not only meant to be carried out over five months, but it also had to be implemented from start to finish.

Fervent Events was responsible for crafting a custom-made and delicious tasting menu from scratch, securing partnerships and permits with multiple festivals/events, acquiring and maintaining a food truck and supplies, and of course hiring a staff capable of handling the unique requirements of the role.

  • 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

The Results

In the end, the campaign was a complete success. Our extensive training, detail-oriented planning, and flawless execution helped prevent what could have been a logistical nightmare.We were able to bring in $31,000 in sales during the campaign.

Our brand reps distributed over 14,000 free samples along with 24,000 coupons, brochures, and other promotional items over 55 activation dates – a significant contribution to the overall goal of spreading the Johnsonville Sausage brand.

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