• by Fern Siegel , Yesterday

Lunchmeat company Buddig is sticking with Grandma Budding for its latest "Eat Your Buddig" campaign.

The creative, by Havas Chicago, runs through September across CTV and social, primarily Meta and TikTok.

The new spot is here.

Brett Terblanche, SVP, group creative director at Havas Chicago, told Agency Daily: “The creative idea was simple: Remind people that you can ham it up anywhere with Buddig as the ultimate grab-and-go protein snack. And what better way to prove it than having our Buddig Grandma hit the open road with a biker, keeping him fueled every mile of the way.”

Havas Media bought and placed the media. Content creation and production was led by Annex Chicago, with the spot directed by the duo named The Grandmas.

The commercial's focus is “reaching a new generation of younger consumers leading busier lifestyles,” said Matt Barlow, vice president of brand/commerce marketing at family-owned Buddig, founded in 1943 in Chicago and sold nationwide.

Havas Chicago's work also includes Moen, National Association of Retailers, Babybel and Citi.