Carl Buddig & Co., parent company of Old Wisconsin, is introducing a new campaign and bigger meat stick called Yumbo.

Yumbo is available online and at select grocery stores and gas stations nationwide including Amazon, Meijer, HyVee Fast & Fresh, Blain’s Farm and Fleet, Speedway, Circle K, Eg America, Maverik, Piggly Wiggly, ShopRite, Wawa, 7-Eleven, and more.

At the center of the new campaign, Meat for Real Meatheads, is a mockumentary-style spot that tells the story of Mindy Porter, a woman with a big meat craving since the moment she could crawl. As she reflects on her life as a “meathead,” the spot reveals her intense love of meat has gotten her into some pretty awkward social situations, until she found Yumbo.

Created in partnership with agency of record, Havas Chicago, and shot in Chicago with Sanctuary Director Brandt Lewis, the campaign will appear across various online video platforms and paid social, with various cutdowns of the hero spot running on Hulu CTV, Disney/ESPN, YouTube, Meta and TikTok. Additional social and digital assets will also roll out as the campaign runs through October 2025.

This is Havas Chicago’s first campaign for the new Yumbo brand since being selected as agency of record for parent company Carl Buddig & Co., the family-owned and operated manufacturer of quality meats and snack products, in March.

Matt Barlow, vice president of brand and commerce marketing at Buddig, says, “When our team and Havas got together it was clear that in order to break through, we were going to have to creatively push ourselves. With so many meat stick options out there, introducing a new brand is a challenge and our team wanted to be sure consumers knew why Yumbo is different.

“Meat for Real Meatheads is more than just a product launch—it’s a defiance of all the other brands out there that say meat sticks are just for a certain type of person. We want our product to be for all protein-seeking snackers. And Havas Chicago did a brilliant job - not only introducing this new snack option, but also challenging the category standards.”

Related: Brand campaign illustrates Old Wisconsin’s smoking process