Buddig’s No-Nonsense Grandma Returns to Feed New Generation on the Go

Over the years, three square meals a day has dissolved into girl dinners, grazing and eating on the run, with people prioritising whatever gets them fed. As Americans continue to search for convenient, protein-packed snacks, Buddig is here to remind us that the original grab-and-go protein snack has been there all along.

The heritage meat and snack brand has launched its newest 'Eat Your Buddig' campaign - bringing back its iconic Grandma Buddig to reach a new generation of on-the-go eaters and make sure no slice goes to waste.

Created in partnership with Havas Chicago, the campaign creative, content creation and production was led by Annex Chicago and the spots were directed by the award-winning duo aptly named, The Grandmas.

First introduced last year, The Buddig Grandma is equal parts no-nonsense caretaker and funny feed-crasher. In this playful new campaign she’s trading in her signature red cardigan for a red biker jacket - showing up to personally feed a hardened biker on the highway and a traffic officer working the beat. Wherever hunger strikes, she's there to remind you to 'Eat Your Buddig.' Even if it means she has to feed you herself.

​Brett Terblanche, SVP, group creative director at Havas Chicago said, “Even though the brand has been around for over 80 years, this is an underdog story. Buddig has been solving the protein snacking problem for decades. We just needed to remind people of that, and wanted to do it in a way that made them smile.”

Matt Barlow, vice president of brand and commerce marketing at Buddig said, “We have been around for generations and now we’re on a mission to introduce our brand to a new generation of younger consumers leading busier lifestyles. This campaign leans into the fact that Buddig is more than just a sandwich staple, but the original grab-and-go protein snack. And there’s no one better than the Buddig Grandma to bring that message and mission to life.”

The campaign will run through September across CTV and socials, primarily Meta and TikTok.