Johnsonville's "Keep The Internet Juicy" Campaign: Spreading Positivity on Social Media

In an era where social media often amplifies negativity, Johnsonville is stepping up to make a change. With the launch of their "Keep The Internet Juicy" campaign, timed to coincide with National Positive Media Day on June 22, the sausage company aims to flood social media with uplifting content.

The Campaign: Johnsonville is collaborating with celebrities, influencers, and other brands to push social media algorithms toward promoting "more outreach and less outrage." This initiative is part of their broader "Keep It Juicy" campaign, which kicked off in April. Their efforts are informed by a Harris Poll they commissioned, revealing that 89% of U.S. consumers desire a less negative social media environment.

Details and Strategy: Johnsonville’s marketing team, led by senior director Jamie Schmelzer, plans to highlight stories of human kindness and encourage similar acts through various media placements. These include a full-page ad in the New York Times and an ad in Us Weekly, with more elements to be announced. The campaign will continue until World Kindness Day on November 13.

“We are going to use some advertising money to help, but obviously a sausage company can’t fix the internet alone. We’re asking for lots of help,” Schmelzer explained.

Consumer Insights: The initiative is backed by data from Johnsonville’s "National Temperature Check" survey, which found that four in five U.S. consumers are tired of the anger and negativity they encounter online and want to reconnect with loved ones. Additionally, the survey revealed that 88% of respondents feel better about the world when they see positive news online, and 92% are inspired to do good when they see others doing so.

Industry Context: Johnsonville’s campaign joins a broader trend among brands aiming to reduce social media toxicity. LG Electronics recently launched the "Optimism your feed" campaign, and Haribo introduced "Good News Goldbears," a one-day social media broadcast focused on happy news.

As the U.S. approaches a contentious presidential election, such campaigns are likely to become more prevalent as brands seek to counteract the intense political polarization that social media often exacerbates.

Conclusion: Johnsonville’s "Keep The Internet Juicy" campaign is a refreshing effort to inject positivity into our social media feeds. By leveraging the influence of celebrities and the reach of traditional media, the brand hopes to inspire more acts of kindness and foster a more uplifting online environment.