Buddig Launches National “Lunchtime Anytime” Advertising Campaign


Titled “Lunchtime Anytime”, the new campaign approach allows Buddig to hyper-target consumers based on their behaviors and location as advertising buying, even for TV, is executed digitally. The fully integrated national campaign includes digital, mobile, TV, video, radio and in-store touchpoints. In addition, the creative strategy is rooted in consumer knowledge of product variety and usage occasions, trust, and a moving lifestyle, which means everything has a purpose and connects to consumers, regardless of no matter where they are in their journey.

“As a third-generation family business, we have carved out a unique niche for ourselves in our category, by putting the family first. Our approach has served us well as we have experienced continued growth,” says Tom Buddig, Executive Vice President of Marketing, Buddig. “However, we are at a turning point with the brand and understand that the dynamics of defining ‘family’ have changed, as well as the way we consume all media. This new campaign allows us to streamline how we reach our consumers, focusing less on demographics and more on their lifestyle. Essentially, we meet our consumers where they are, with the right medium and the right message for them.

The campaign launch will begin with new packaging (already available in some markets), an updated website and TV ads. June 3. The creation of this campaign is an evolution of the company’s old human touch approach and introduces some humor into the mix. Three new spots: 15 titled “Stomach Growls”, “What Time Is It?” and “Grandfather Clock” show the hilarious possibilities of what happens when we rethink lunchtime with Buddig. Each digital touchpoint features a dynamic, day-specific design system inspired by the new packaging that will allow consumers to look at Buddig – and lunchtime – in a new way. Dynamic videos and banner ads feature hundreds of titles, meal occasions and snack variations to show the value of Buddig through variety, social media posts focus on tasty but accessible, with personalized food photography and video, and a handful of “meat” radio spots will have listeners asking, “what is the meaning of lunch?”

“Lunchtime Anytime is the brainchild of our agency Fusion92,” added Robert Gay, Vice President of Marketing, Buddig. “We were at a point where we realized it was time to reposition consumer perception of our brand and asked all of our agencies to bring their best to us. Fusion92 developed this campaign strategically and entirely We have such great confidence in their work and their understanding of our business, that we recently named them our official go-to agency.”

“We pride ourselves on delivering real business results to our clients and we measure our success by the success of our clients,” said matt murphy, Founder and CEO of Fusion92. “We really know the Buddig brand and given everything we know about modern consumer behavior via digital, and the shift from marketing channels to hyper-targeted, high-quality marketing channels, we know that there’s no better time to refresh and reintroduce the brand to the market.”

Fusion92 has been a listing agency for Carl Buddig and business for over 10 years. As a digital-focused agency, Fusion92 gradually took on additional responsibilities until it was recently named the go-to agency for the Buddig brand. The agency remains the benchmark digital agency for Carl Buddig and the Company’s other brands, including Old Wisconsin Sausage, Inc. and Kingsford Ribs and BBQ Meats.

On Carl Buddig and Company
Carl Buddig and Company, based in Homewood, Ill., has been nurturing family traditions for over 75 years with the best in taste, variety and convenience. Third generation owned and operated, the company is proud to have welcomed fourth generation Buddig family members into the business over the past few years.

Carl Buddig and Company is the parent company of tasty Buddig breakfast meat, old Wisconsin hardwood smoked sausages and snacks, as well as pre-cooked ribs and barbecue entrees under the Kingsford brand. To learn more, please visit www.buddig.com and www.oldwisconsin.com and www.KingsfordBBQMeats.com.

About Fusion92
Founded in 1999, Fusion92 is a ChicagoNew York-based independent marketing innovation agency focused on helping growth-stage companies and Fortune 500 companies in a number of industries, including financial services, CPG, telecommunications and automotive . As a full-service agency, Fusion92 partners with its clients on consumer engagements that span both traditional and digital media, leveraging its talents in creative, user experience, design, technology and media. Learn more at www.Fusion92.com.

“Lunchtime Anytime” Campaign Credits

CLIENT: Buddig
Tom Buddigmarketing vice president
Robert Gaymarketing vice president
Amy KriderBuddig Brand Manager
Carrie KomersBrand manager assistant

AGENCY: Fusion92
Josh HurleyECD
Eric WolinskyCD
John DelucaAAD
Kyle Gunbyeditor
JK Lyons, Associate Editor
Tony Lazzerettiassociate editor
Priya ChughArtistic director
Hillary DadoArtistic director
Anouar KhuriExecutive producer
Andrea HornIntegrated Producer
Sam pullingProject Manager
McKenzie Closen, Account Manager
Sarah LaccoreAccount Manager
John Geletkasenior vice president of agency services
Ben CoxVP Strategy & Insights
Meghan McCarthySVP Media & Activation Services
Marcella Dulacmedia director

Nic IyerDirector
Will MeyersExecutive producer
John CondneExecutive producer
Kris Rey Talleyproduction manager
Mia ReggiExecutive producer

Angelo ValenciaEditor
Matt GloverEditor
Tim CahillEditor
Emily HayesEditorial assistant
Joanna Wood, Sr. Producer
Brian HrastarEP/General Manager
Glen Norenfinishing director
Paul Galaticolorist
Marina Killionsenior sound engineer

SOURCE Fusion92

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