Johnsonville Sausage Encourages Americans to Hang Out Again Amidst Political Exhaustion

Johnsonville's National Temperature Check Survey

• 💡 Johnsonville Sausage Company conducted a survey called the "National Temperature Check," believed to be the first political poll by a sausage company, to gauge American sentiment.
• 🎯 The survey was initiated due to a hunch that Americans were exhausted by outrage, anger, and negativity, leading to less social interaction.

Findings on Social Exhaustion

• 📈 In 2024, 80% of Americans reported being exhausted by outrage, a number that climbed to 84% this year, indicating no relief even after an election year.
• 🤝 Republicans, Democrats, and Independents alike reported hanging out with people less than they used to, with these numbers also increasing since the previous year.
• 📊 Data shows a significant discomfort with hanging out, with 78% of Americans feeling uncomfortable post-2024 election, a figure that moved in the wrong direction.

Marketing Strategy and Risks

• 🧠 Johnsonville hired political consultants from both the right and left to assess their campaign idea of encouraging Americans to hang out.
• ⚠️ Consultants warned that a small, vocal percentage of each party might oppose the message of unity and potentially criticize the brand for commercializing it.
• ✅ Despite the risks, Johnsonville decided to proceed, agreeing to disagree with those who do not want to see the country more united.

Business Impact and Brand Voice

• 🗣️ The company uses its marketing budget to encourage Americans to "turn down the temperature" and reconnect, viewing less social interaction as a problem for their brand.
• 🌭 Johnsonville acknowledges they cannot solve the problem alone but are committed to using their voice and resources to encourage more social gatherings, where their products shine.
• 📈 Ultimately, increased social interaction is a bottom-line issue for Johnsonville, as it directly impacts sausage consumption.