Agency: BVK
Client: Johnsonville
Project Title: The Meatiator
Category: Integrated or Cross-platform Campaign

Petty arguments and disagreements are popping up in homes across the United States during quarantine and stay at home orders. Social unrest and an uncertainty around when anything will be normal again are adding to the tension. What the world needs a little levity. A little unity. A dose of humanity. And a laugh. So, when Johnsonville created Sausage Strips, and combined the delicious taste of sausage with the look of bacon, a beautiful breakfast union was created. And out of that union, the Meatiator was born – a funny, slightly irreverent voice of reason in the wilderness that can solve these petty disputes, make people laugh, and add a little levity to these uncertain times.

The Meatiator campaign included a series of videos featuring comedian and actor Lil Rel Howery as the Meatiator. A few lucky people who participated in the campaign on social media received a Meatiator Education and At-home Training Kit (M.E.A.T.) which came complete with a trucker hat with tassel, a meat gavel, a meat hatch mask, and a diploma certifying the receiver as a licensed Meatiator.


Executive Creative Director: Brian Ganther
Group Creative Director: Matt Herrmann
Copywriter: Nick Pipitone
Art Director: Zack Schulze
Account Director, Earned Media: Lauren Murray
Sr. Account Executive, Social Media: Kevin Michaels
Producer: Loreta Dilaveri

Other Submissions from BVK