Grandma goes biker in new Buddig campaign

The films were directed by creative duo The Grandmas and are intended to highlight Buddig's long history as a convenient protein snack

Havas Chicago has launched the latest instalment of Buddig's Eat Your Buddig campaign, bringing back the Buddig Grandma character as the brand targets younger consumers looking for convenient protein snacks.

Created by Havas Chicago, with creative production led by Annex Chicago, the campaign positions Buddig's sliced meats as an on-the-go snack through a series of humorous films featuring the returning brand character.

Campaign updates Buddig Grandma character

Originally introduced in 2025, the Buddig Grandma returns with an updated look, replacing her signature red cardigan with a biker jacket. In the campaign, she appears in unexpected locations to feed people, including a motorcyclist and a traffic officer, reinforcing the message to Eat Your Buddig.

The films were directed by creative duo The Grandmas and are intended to highlight Buddig's long history as a convenient protein snack rather than focusing solely on sandwiches.

Brett Terblanche, senior vice president and group creative director at Havas Chicago: "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."

Campaign runs across CTV and social media

The campaign will run through September across connected television and social media platforms, with activity focused on Meta and TikTok.

Matt Barlow, vice president of brand and commerce marketing, Buddig: "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."

www.buddig.com

chi.havas.com

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