The Jolly Hog has has launched its first ever TV ad, following a year of strong sales growth.
The new ad, titled ‘Sausage Talk’, launched this week across ITV, as part of its Backing Business Initiative, which helps British businesses grow through advertising.
The tongue-in-cheek ad introduces viewers to the “slightly obsessive sausage-fuelled world” of the brand’s founders – former professional rugby player Olly Kohn and his brothers Max and Josh.
The brand said it aimed to drive awareness amongst pre and post family audiences, telling the story of a family “obsessed with crafting the best tasting, high-welfare sausages and bacon”.
The launch of the TV advert comes off the back of continuing strong performance for the brand over the past year.
The Jolly Hog enjoyed a 23% value growth in sausages, driven by increased penetration and new consumers coming into the brand [Kantar 52 w/e 20 April]. This compared with just a 0.8% increase in sales for the wider branded sausage category, with total sausage sales up 2.3%.
On bacon, The Jolly Hog has grown 33%, whilst the total bacon market is in decline at -2%, and branded -8%.
The new ad is part of a summer long campaign which includes an on-pack promotion, PR stunt and event activations. Running for five weeks, it includes a 30 second ad spot, as well as a 20+10 copy which focuses on an on-pack promotion in partnership with British Airways.
It opens at the brand’s ‘Hog HQ’ in Bristol, with the question posed to the Kohns asking: ‘how do you get them so tasty?’, which then sparks “an unstoppable monologue” culminating in the introduction of The Jolly Hog’s products.
“Consumers now more than ever are looking for brands that act with transparency and responsibility,” said The Jolly Hog’s marketing director Christine Everett.
“While our brand is known for great tasting, high welfare sausages and bacon, it is loved and trusted because of the family who make them. This advert is the kick-off of our ‘Three Brothers. One Obsession’ communication platform and really sums up what they are all about – a family who love talking about, making, cooking and of course eating food.”
The brand was “excited to be working with ITV backing business, trialling TV as a medium to reach our consumers”, she added. “It is increasingly hard to cut through with social and digital alone, and with 50% of bacon and sausage consumers being 55+ we were keen to explore this more traditional media channel.”
As a family who “obsessed with creating the best sausages, bringing our story to life for TV has been an absolute dream”, added Olly Kohn.
“This ad is our chance to show we take our obsession with great bangers (and bacon) very seriously – from the high welfare pork to unbeatable flavour – but always with some fun along the way and not taking ourselves too seriously.”
No comments yet