Haberman Brings Back Fun to the Sausage Category with New Gilbert’s Craft Sausages Campaign: “For Friendlier Taste”


By the minneapolis egotist / /

The campaign stars puppets Gilbert and Tasty to compliment the friendly fun that Gilbert’s Chicken Sausages and its consumers radiate, just in time for grilling season

Haberman, a full-service marketing agency that tells the stories of pioneers making a difference in the world, is bringing fun to the sausage category this grilling season with its new “For Friendlier Taste” creative campaign for Gilbert’s Craft Sausages, known for all-natural, antibiotic free, individually-wrapped, quality sausages.

Featuring bold messaging, colorful design and memorable characters, the entertaining campaign casts puppets Gilbert and Tasty to stand out in the category and reflect the friendliness of the brand and its consumers. The duo personifies the inviting, humorous and social qualities of the brand and category in a way that its millennial consumers can relate to and laugh along with, and reminds consumers of the joy that sausage, grilling out and hosting family and friends is supposed to be.

“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,” said Haberman Creative Director and Partner Jeff Berg. “To be frank, we asked ourselves, ‘When did sausage become so serious?’ ‘For Friendlier Taste’ is a mantra for those who love to hang out with friends and are welcoming hosts, just like Gilbert and Tasty. Because grilling out is fun, and great chicken sausages with great friends is a win-win.”

Haberman produced digital banners, a paid social campaign, website imagery and three commercial spots with Gilbert and Tasty, whose improvisation techniques evolved throughout production to capture the campaign’s spirit. In addition to creative campaign development, the agency also leads Gilbert’s Craft Sausages’ 2021 strategic planning and public relations efforts.

Gilbert’s Craft Sausages overcomes the limitations of other sausages – too much fat, too much mess, not enough flavor– to create great products for every day. With extra protein and no antibiotics, Gilbert’s all-natural sausages are healthy and easy enough to prepare for any meal or snack. Additionally, the company’s low-temperature sous vide process means a perfectly cooked and better-tasting sausage. All eleven of Gilbert’s flavors are available online and at select grocers nationwide, including Target, Kroger, Walmart and Whole Foods.


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