- Johnsonville and Dr Pepper are dropping a new Johnsonville Dr Pepper-inspired Sausage on March 1.
- To promote the new collaboration, the two companies are launching a campaign that encourages experimentation in the kitchen.
- The campaign is aimed at inspiring moments of connection and gathering around food. The effort includes TV spots, point of sale, sampling and digital content all tagged around the hashtag #fizzyglizzy.
With a range of grillable sausages, Johnsonville is positioning itself as a brand that brings people together. Citing data from the brand’s annual National Temperature Check conducted by the Harris Poll, the company said that three-quarters of Americans say they’re hanging out less than they used to even though 76 percent agree that getting out of their comfort zone is good for them. The research also found that 91 percent of Americans agree that delicious food makes hanging out more fun.
“Johnsonville and Dr Pepper are like-minded hangout brands, marinating meats in Dr Pepper is a thing, and they are beloved in places we’re a bit lesser known. It’s a great match,” said Jamie Schmelzer, vice president of marketing at Johnsonville. “This collaboration is for anyone up for trying something new…We hope lots of people get together and try Dr Pepper-inspired sausage, even if it’s a little outside their comfort zones.”
The brand wants to hear how people feel about the collaboration and is pushing online conversations. “We’re already enjoying seeing this idea spark lively debate,” said Schmelzer. “Reactions are a little polarized, and very few people have even tasted the product. We hope people have fun disagreeing about this one, and figuring out what to use as condiments.”
