Problem How do you increase brand awareness while maintaining local flavor? Solution Use OOH to engage consumers in a locally relevant way. Background Johnsonville Sausage is the leading brand of premium sausage. Johnsonville’s market share was strong, but brand awareness was trailing in comparison. In a tough economy, Johnsonville was uniquely positioned to capitalize on its market leadership position and increase brand awareness so that when the economy improved, their position would be stronger than ever. Objective 1. To increase brand awareness with both consumers and retail- ers. 2. Maintain and leverage locality and culture of each market. 3. Use OOH to reach the audience through the vari- ous activities they go about during the summer months. 4. Create a deep personal and e

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