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Old Wisconsin and Fusion92 Celebrate 76 Years of Stubbornness

CHICAGO, Oct. 11, 2023 — Since 1947, Old Wisconsin has been made stubborn. Since 2016, they’ve been working with Marketing Transformation Partner Fusion92 to convey this stubbornness — or dedication to making the best snack sausage possible — to the broader public. In a new brand campaign, “Stubbornly Made,” Fusion92 showcases Old Wisconsin’s 16-hour smoking process (22 hours on a dry day). Because, as the creative declares, “no one has ever bitten into a sausage and said, ‘Mmm, that’s efficient.’”

“The campaign’s light-hearted approach complements and expands upon our traditional branding by providing consumers with a personal peek into ou­­r process and brand personality that’s been generations in the making,” said Tom Buddig, executive vice president of marketing at Carl Buddig and Company. “We’re proud to share more of our inside story and secrets with sausage fans, and we hope they’ll remember that time is Old Wisconsin’s ‘love language’ as they enjoy our products.”

The spots highlight what differentiates Old Wisconsin from others in the snack space: real wood, premium meat, well-used smokers, a team of smoke masters and all who contribute to the lengthy production process. They also target various audience segments, from outdoor enthusiasts like surfers and cyclists to those looking to balance out a charcuterie board.

“It was important for us to feature not only the slow, laborious language of love revealed through the behind-the-scenes process of Old Wisconsin’s sausage making but also to showcase the heritage, community and culture behind this unique premium sausage brand,” said SVP, Executive Creative Director Greg Auer of Fusion92. “The brand’s methods may be considered old fashioned by some, but these standards are exactly ­what make the product premium. Old Wisconsin has been a fantastic partner for several years, and we’re delighted to bring consumers closer to the brand’s ethos through this campaign.”

The creative includes :15-, :30- and :60-second spots and static displays that will run across national broadcast, digital and social channels.


About Fusion92

Founded in 1999, Fusion92 is a Marketing Transformation Partner that helps innovatively solve business challenges, delivering exponential returns for brands. The firm fuels business transformation in today's digital economy by imagining unexpected solutions and seamlessly integrating across its end-to-end marketing products and services. The independent, Chicago-based firm with additional hubs in Detroit, Austin and Denver is backed by Serata Capital Partners and Landon Capital Partners and is committed to a diverse, equitable, inclusive workplace that drives positive impact in our global community. Learn more at

About Carl Buddig and Company

Carl Buddig and Company, based in Homewood, Illinois, is owned and operated by third-generation Buddig family members. The company is also proud that, in recent years, fourth-generation family members have also joined the organization. In 2023, Carl Buddig and Company is celebrating its 80th year of feeding family traditions with the very best in taste, variety and convenience. In addition to manufacturing and distributing great-tasting lunch meat products, Carl Buddig and Company is also the parent company responsible for manufacturing and distribution of Old Wisconsin® hardwood smoked sausage and meat snack products in supermarkets across the country. In June 2017, Carl Buddig and Company entered the barbecue and specialty meats business and is now manufacturing products under the Kingsford Brand. To learn more, please visit, and

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