BRING THE HEAT
How Fisher Design Helped Hofmann Go National
To expand Hofmann Sausage beyond its regional roots by creating a bold brand and marketing strategy that positions it as a national challenger and lifestyle brand.
Food enthusiasts, grillmasters, and tailgating fans who value premium-quality, flavorful sausages and hot dogs.
Brand strategy, brand fundamentals and positioning, visual identity, packaging and production, sales collateral and marketing.
From Regional Favorite to National Challenger: The Hofmann Expansion
Nathan’s may be the official flavor of New York, but Hofmann Sausage has been a beloved regional staple for generations. With a strong heritage and loyal following, Hofmann had the quality and reputation but lacked the national recognition to compete on a larger scale. To drive expansion into the Southeast U.S., Hofmann turned to Fisher Design to create a strategic brand push that would elevate its presence beyond its regional roots.
We launched the Sausage Brigade, a high-energy, experience-driven campaign featuring retail activations, sports sponsorships, and SEC tailgating events, turning Hofmann into more than just a food brand—it became a lifestyle brand built for game days, gatherings, and grilling culture. As agency of record, we led branding, packaging, and marketing across all sub-brands and line extensions, ensuring a bold, unified identity that helped Hofmann emerge as a serious challenger in the national market.
Our Work
The Hofmann Sausage project involved a comprehensive brand expansion strategy to introduce the beloved regional favorite to new markets. Fisher Design developed a bold brand identity, messaging framework, and marketing strategy to establish Hofmann as more than just a food brand—a lifestyle brand built around game days, gatherings, and grilling culture. We launched the Sausage Brigade, an integrated campaign featuring retail activations, sports sponsorships, and SEC tailgating events, designed to engage new consumers and drive awareness in the Southeast U.S. As agency of record, we led branding, packaging, and marketing across sub-brands and line extensions, ensuring a cohesive, compelling presence that positioned Hofmann as a national challenger brand in a highly competitive category.