Johnsonville Sausages bring back the hard sell
If you look at today’s marketing landscape, you’d be forgiven for thinking that brands have given up trying to sell you anything at all. Always’ Like a Girl, pretty much every ad Nike releases… we’re peddling ideals first, products second (if we mention them at all). So it’s somewhat refreshing to see Johnsonville Sausages resurrect the hard sell in their employee-driven advertising campaign.
Of course, the hard sell is inevitable when content is being pitched by people who helped make the products, and just want to shout about them. With the help of Droga5, employees co-direct their dream for the perfect Johnsonville Sausages advert. Using everything from blockbuster-style car chases (actually works quite well for a sausage company, who knew), to talking animals and quiz shows, they’re almost refreshingly simple in their plain-talking, basic message. The sausages are good. Buy them.
Ultimately though, whether these are an organic creation or something heavily stage managed, the adverts feel real rather than hackneyed marketing ploys. An argument for a return to honest, down-to-earth advertising? We’ll see.