Maple Leaf Vienna Sausage has quite a cult following among Newfoundlanders, and devotees of these little sausages often take the cans camping and to the cottage.

The purpose of Prenatal was to reposition Maple Leaf Vienna Sausage as the go-to snack for good times – all year round. The creative parodies traditional beer language and the spot is even voiced by Pete Stacker from the Bud Light Real Men of Genius campaign. The memorable idea allows for several comedic radio scenarios, including celebrating your wife’s new pregnancy by knocking back a quick, fortifying can.