Leading sausage brand Johnsonville, together with agency Hold Fast, has introduced a new campaign titled #KeepTheInternetJuicy.
With the goal of promoting positivity online, the marketing effort aims to influence social media algorithms to highlight inspiring and positive content.
Running from June 22 (Positive Media Day) to November 13 (World Kindness Day), #KeepTheInternetJuicy sees Johnsonville collaborating with celebrities, influencers, and other brands to amplify positive content.
“A sausage company making a cultural statement about America is sort of ridiculous,” shared Brian Ganther, Hold Fast executive creative director.
However, Ganther also emphasizes that anger can be addictive, and this year is only going to "get more heated." This is why the agency thought the campaign, though wacky, can encourage folks to turn down the temperature, hang out, and have a little more fun.
Notably, the "Keep It Juicy" initiative falls undera broader national campaign voiced by Vince Vaughn that reminds Americans of the importance of taking a break, dialing down the temperature, keeping things together, and keeping things juicy despite divisive times.
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The campaign’s launch was marked by a full-page ad in the New York Times, as well as the creation of a dedicated website users can visit for updates.
Keeping Things Kind
The latest campaign from the brand is brought about by a national survey it conducted via The Harris Poll.
“A huge majority of Americans wish social media was more positive,” Johnsonville Senior Director of Marketing Jamie Schmelzer said.
Schmelzer continues by saying that the negativity and conflict we see on our feeds deserve attention due to their importance, but Americans agree that this can "make the world feel more negative than it really is."
According to “Johnsonville’s National Temperature Check,” 89% of Americans wish for less negativity on social media, while 92% agree that witnessing positive acts inspires them to act kindly.
Other answers show that:
- 88% think that fans who fight at sport events ruin the fun
- 86% see parents who fight at youth sports events as a bad example for children
- 89% are bothered when people yell at restaurant staff
- 81% think that trolling people online is a waste of time
- 92% agreed that it is wrong to make people angry on purpose for fun
Finally, the survey results prove that a majority of Americans prefer positivity over negativity, believing in the importance of kindness.
As a call to action, Johnsonville is inviting social media users to join the movement by using the hashtag #KeepTheInternetJuicy.
