Carl Buddig and Co. Introduce the Buddig Grandma
Carl Buddig and Company is debuting a new brand campaign that serves up a well-intentioned reminder: Eat Your Buddig. Introducing a new, recognizable yet unforgettable brand icon: The Buddig Grandma. Equal parts no-nonsense caretaker and funny feed-crasher, Grandma is here to make sure you take care of yourself – especially when it comes to eating.
The Buddig Grandma arrives to social media this week with a simple reminder: affordable, quality lunchmeat is still within reach. And she’s not asking politely. She’s barging into your algorithms, including the most unexpected ones, with a plate or package of Buddig and the conviction that it’s time to take care of yourself.
“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 Grandma interrupting popular social formats – #GRWM routines, budget advice, dress hauls, pranking videos, even ghost hunting – with timely and hilarious nudges to “Eat Your Buddig.”
With a signature red cardigan, red lipstick and a raised eyebrow that says it all, the Buddig Grandma is not just a character – she’s a campaign weapon designed to cut through clutter with heart and humor. Like the Buddig deli meats she proudly serves, Grandma is reliable, no-nonsense and rooted in tradition.
Since 1943, Buddig has been helping families stretch their grocery budgets without sacrificing taste – offering thin-sliced, deli-style meats like turkey, ham, beef, chicken and more. Packed with protein, conveniently portioned and ready for everything from meal prep to on the go snacking, Buddig deli meats are a staple in millions of households. In today’s world of rising prices and endless distractions, the Buddig Grandma arrives as a nostalgic-yet-fresh reminder to eat well, spend smart and always take care of yourself.
Buddig products are available in a range of sizes to meet every family’s needs – from 2-oz single-serve packs perfect for post-workouts or late night snacks to larger mega-packs that make meal prep simple and affordable. Available at major grocery retailers nationwide, Buddig lunchmeats continue to offer dependable, everyday convenience backed by more than 80 years of family tradition.
“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.”
To learn more, visit Buddig, Old Wisconsin and Kingsford BBQ Meats.