Carl Buddig and Co. is debuting a new brand campaign that serves up a well-intentioned reminder: Eat Your Buddig, led by a new brand influencer: the Buddig Grandma. Equal parts no-nonsense caretaker and funny feed-crasher, the Buddig Grandma is here to make sure consumers take care of themselves–especially when it comes to eating.

The Buddig Grandma is taking to social media to remind consumers that affordable, quality lunchmeat is available to them, particularly as pocket pressure continues, and consumers prioritize convenient, high-protein food products.

"This is more than a campaign. Grandma is a distinctive brand-building asset and our best weapon for steady recognition for Carl Buddig – which is already growing as a popular and affordable option," said Matt Barlow, vice president of brand and commerce marketing at Buddig. "Grandma embodies our heritage and mission – reminding people that caring for yourself doesn't have to be complicated or expensive."

Eat Your Buddig, created in partnership with Havas Chicago and Havas Media as the agency's debut campaign, runs through October 2025 and will be delivered across social media, digital platforms and targeted media placements. Built around today's content trends, launch assets feature the Buddig Grandma interrupting popular social formats – #GRWM routines, budget advice, dress hauls, pranking videos and ghost hunting – with timely and comedic nudges to "Eat Your Buddig."

With a signature red cardigan, red lipstick, and a raised eyebrow, the Buddig Grandma arrives as a nostalgic-yet-fresh reminder to eat well, spend smart and prioritize personal well-being.

Buddig products are available in a range of sizes to meet various consumer needs – from 2-ounce single-serve packs to larger mega-packs, available at major grocery retailers nationwide.

"With the Buddig Grandma, we're investing in a long-term brand platform that taps into who we've always been while speaking directly to today's consumer," said Barlow. "She's a modern reminder of what's always made Buddig special: care, consistency, and bringing people back to the table – even if she has to interrupt to do it."

Source: Carl Buddig and Co.