Haberman is bringing fun to the sausage category this grilling season with its new “For Friendlier Taste” creative campaign for Gilbert’s Craft Sausages. The client is known for all-natural, antibiotic free, individually-wrapped, quality sausages. An entertaining campaign casts puppets Gilbert and Tasty to stand out in the category. The duo are intended to personify the inviting, humorous and social qualities of the brand in a way that millennial consumers can relate to – while reminding consumers of the joy that sausage, grilling out and hosting family and friends is supposed to be.
Says Haberman Creative Director and Partner Jeff Berg: “Rather than just centering in on product qualities that Gilbert’s already leads innovation on, such as taste and packaging, we relished the challenge of telling a story that would wake up the chicken sausage category and bring the fun and focus back to Gilbert’s… ‘For Friendlier Taste’ is a mantra for those who love to hang out with friends and are welcoming hosts, just like Gilbert and Tasty.” The creative agency produced digital banners, a paid social campaign, website imagery and three commercial spots featuring the puppets, whose improvisation techniques evolved throughout production. Haberman, a full-service agency, also leads Gilbert’s Craft Sausages’ 2021 strategic planning and public relations efforts.