On Sunday, November 8, Johnsonville and Uber teamed up to bring Chicago the Sausage Nonnas—The World’s Most Elite Sausage Delivery Service.

Traveling in tiny homes hauled by Uber, these real Italian grandmas dropped off free Johnsonville sausage to lucky families on Sausage Sunday. Each Nonna had her own Italian specialty: sausage rigatoni, sausage lasagna, and Italian sausage and meatballs. To order, users simply had to open their Uber app and select the Nonnas option.

With nonstop demand, the Nonnas operated at maximum capacity all day and delivered over 100 meals and 300 hugs to lucky Chicagoans.

The campaign itself featured three portrait films documenting each Nonna’s respective road trip to Chicago, a custom-built integration into the Uber app and a recap film showcasing how much the Windy City loves Italian grandmas, tiny houses and delicious sausage.

The Sausage Nonnas Uber partnership launched on November 5 with four teaser films. Each of the organically posted YouTube videos was embedded on Johnsonville’s website, native content partner sites and executed PR placements. As word spread, local newscasts began covering the story, introducing the Nonnas to Chicago.

In the days before, the program was also promoted to millions of users and fans through Uber’s app, social channels and email list. Johnsonville promoted the partnership across all owned channels including website, social and Enthusiast Club CRM program.

On the morning of November 8, all Uber users in the Chicago area were notified of the program and instructed to select the Nonnas option in the bottom portion of the app between 2 and 6 p.m..

The program, in full, was approximately 1.5 weeks long (three days of pre-promotion, the Sunday activation, and a week of content distribution post activation).

- With nonstop demand, the Nonnas operated at maximum capacity all day and delivered over 100 meals and 300 hugs to lucky Chicagoans.

- In a span of only nine activation days, we’ve garnered about 11.4 million earned impressions (159% higher than anticipated at launch).

- We drove 69,531 visitors to our dot-com experience, 91.3% of which was new users within our core target.

- Our Mashable content was shared over 4,700 times, 135% higher than the industry benchmark.

- We garnered 2,089,620 views of our various Nonna films.

- In 2015, Johnsonville overall sales numbers increased by 7%.