Maple Leaf‘s Vienna Sausage has launched a radio campaign in Newfoundland that announces the product as the province’s “official food of the good times.”
The initiative features three radio spots, all of which employ language traditionally associated with beer to refer to Maple Leaf’s Vienna Sausage brand. One ad encourages soon-to-be fathers to “crack open a warm one”—a reference to Vienna Sausage’s can packaging.
Developed by St. John’s agency Target, the campaign concept evolved from previous initiatives that positioned Vienna Sausage as the official food of the May 24 holiday weekend.
“Beer and Vienna Sausages both come in cans and they both make the same sort of sound when you open them, so we just sort of equated them,” said Jenny Smith, creative group head at Target.
Smith added that radio was an ideal vehicle for creative based on language and sound and directed primarily at a 40- to 70-year old, male-skewing audience.
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“Newfoundlanders all like to have a good laugh, and we’ve found that humorous radio, done well, is a good way of selling the product.”
Radio spots and point-of-purchase posters are accompanied by a contest that promises the winner a “Man Zone”—a prize pack that includes a Lazy Boy recliner, a flat-screen television and 120 cans of Vienna Sausage.
Consumers can enter the contest by collecting six cans and mailing them in to Maple Leaf.
