Johnsonville + Uber = the best food delivery ever.
Client
Johnsonvile Sausage Nonna’s
My Role
We blended tradition and technology, making it possible to “call a grandma” on Uber for a homemade sausage meal.
OverView
Three Italian grandmas, three tiny houses, and three Uber drivers—all working together to bring you homemade Italian sausage meals at the tap of a button. This digital-meets-tradition activation blended technology with heart, delivering not just food, but an unforgettable experience. Just call a grandma on Uber and get ready to eat!
The Challenge
The biggest challenge? Finding real, authentic Italian grandmas—not actors, but true nonnas straight from Italy who could bring genuine warmth to the campaign. Instead of traditional casting, we took an unconventional approach, partnering with universities across the country. We asked Italian students to reach out to their grandmothers, spreading the search through social media. It was a resourceful, grassroots effort, but once we found the perfect nonnas, the campaign truly came to life.
The Solution
The Result
The internet fell in love with the grandmas, leading to millions of social shares, organic engagement, and widespread media coverage. People didn’t just watch—they interacted, shared, and made the campaign their own. It proved that a well-crafted digital-first campaign can turn a brand activation into a viral phenomenon.
Next Projects
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