Buddig is proving that some icons only get better with age. The heritage meat and snack brand has revived its no-nonsense Grandma Buddig character in a new campaign from Havas Chicago that positions Buddig as the original grab-and-go protein snack for today’s always-on consumers.
Developed in partnership with Havas Chicago, with creative content and production led by Annex Chicago, the campaign features two new spots directed by the award-winning duo The Grandmas.
Originally introduced last year, Grandma Buddig returns with a fresh look, trading her signature red cardigan for a red biker jacket as she tracks down hungry Americans wherever they are.
In one spot, she hand-delivers Buddig to a hardened biker on the highway. In another, she makes sure a traffic officer working the streets doesn’t go hungry. Wherever hunger strikes, Grandma is ready with the same message: “Eat Your Buddig.” Even if she has to feed you herself. Watch below:
The campaign taps into changing eating habits as traditional sit-down meals give way to snacking, grazing and meals on the move.
“Even though the brand has been around for over 80 years, this is an underdog story,” said Brett Terblanche, SVP and Group Creative Director at Havas Chicago. “Buddig has been solving the protein snacking problem for decades. We just needed to remind people of that, and wanted to do it in a way that made them smile.”
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The work is designed to introduce the longtime brand to younger consumers while reinforcing Buddig’s place in the convenient protein category.
“We have been around for generations and now we’re on a mission to introduce our brand to a new generation of younger consumers leading busier lifestyles,” said Matt Barlow, Vice President of Brand and Commerce Marketing at Buddig. “This campaign leans into the fact that Buddig is more than just a sandwich staple, but the original grab-and-go protein snack. And there’s no one better than the Buddig Grandma to bring that message and mission to life.”
The campaign will run through September across connected TV, Meta and TikTok.
CREDITS:
BRAND: Buddig
Vice President: Matt Barlow
AGENCY: Havas Chicago
Group Creative Director: Brett Terblanche
PRODUCTION COMPANY: Annex Chicago
Director: The Grandmas
MUSIC: The Elements Music
- Music Supervisor: Nick Maker
- Music Producer: Belle Newman
- Creative Producer: Habib Mourra
