After more than 50 years on the market, Onsala is the best known brand of sandwhich sausage in Sweden. Through the years, the package and logo design have been more or less the same, making it easily recognizable on the supermarket shelves. Now, the Onsala-sausage has been improved. It comes ready-sliced, and in a new package.

So the communication goal was to make the consumers aware that the old, well-known sausage is now available as ready-sliced.

The sales for the ready-sliced sausage were 140% higher than estimated. In addition, the “sliced” campaign became the talk of the town. The ads that fluttered in the wind were frequently mentioned in press articles and on radio-shows. The old brand got a fresh boost.

What is the best way of doing ads for a sliced sausage? Of course by slicing all ads. By doing so, the ads were able to move and flutter in the wind on the streets. The ads could come to life which we saw as a huge advantage in terms of getting peoples’ attention. So the idea was very simple: show the well-known sausage and slice the whole thing. Every single unit in the campaign was sliced.

The new sausage is exactly the same as the old one. The only difference is that it now became available as ready-sliced. Since the specific design of the Onsala-sausage is so well known, we showed the famous old package in the advertising - instead of the new. With one major difference: every single unit in the campaign - billboards, posters, ads, shopping-trolleys, buses, flyers etc showing the old sausage, was physically sliced. By doing so, the target audience was reminded of the new ready-sliced sausage all the way - in the city streets, in the buses, on the shopping-mall parking lots and even in the grocery stores.