Last Updated on April 18, 2026
so tasty?”
Cue unstoppable
monologue.
First TV ad after 15 years
A sausage brand’s first TV ad after 15 years, and why the timing was perfect
The move
The Jolly Hog makes premium sausages and bacon. It was founded by three brothers, Olly, Max, and Josh Kohn. Olly is a former professional rugby player. For 15 years they built the brand through retail listings and word of mouth without ever running a TV ad.
When they finally went to television, they did it through ITV’s Backing Business Initiative, a programme designed to help British businesses access TV advertising at a fraction of the normal cost. The timing was deliberate. They waited until they had national retail distribution, a strong product reputation, and a story worth telling.
The ad, called “Sausage Talk”, opens at their Bristol HQ with a simple question: “How do you get them so tasty?” What follows is the three brothers launching into an unstoppable monologue about their obsession with sausage quality. The joke is that they can’t stop talking about it. They overshare at parent-teacher meetings. At funerals. In hospital rooms. Even during a bank robbery.
The campaign ran for five weeks with 30-second spots, backed by an on-pack promotion with British Airways, PR stunts, and event activations. Not just a TV ad. A coordinated summer push across multiple channels.
Why it worked
Most small brands either rush to TV too early or never try at all. The Jolly Hog got the timing right. They waited until they had the distribution to support the demand a TV ad creates. There’s no point driving brand awareness if people can’t find your product.
The creative was smart because it was true. The brothers genuinely are obsessed with their product. The ad didn’t manufacture a personality. It captured one that already existed and turned the volume up. Directed by David Dearlove of Arts & Sciences London and created by agency Joyful & Triumphant, it felt authentic because the core of it was authentic.
Using ITV’s small business initiative was a shrewd move. It gave them access to TV advertising at a price point that would normally be impossible for a brand their size. That’s not a hack. It’s research. They found the right programme at the right time.
The principle
Big marketing moves need the right foundation. The Jolly Hog didn’t run a TV ad to build the brand from scratch. They ran it to amplify a brand that already had product-market fit, retail distribution, and a genuine story. The ad accelerated what was already working.
Coordination matters as much as creative. The TV ad worked harder because it was supported by on-pack promotions, PR, and events. One channel rarely works alone.
Steal this
You probably don’t need a TV ad. But you definitely need the thinking behind when and how they launched one.
Don’t advertise before you’re ready. Make sure your distribution, website, or service capacity can handle the demand before you invest in awareness. A brilliant ad that sends people to an out-of-stock product is worse than no ad at all.
Look for access programmes. ITV’s Backing Business, Google’s digital grants, Meta’s small business credits. There are schemes designed to give smaller brands access to channels they couldn’t normally afford. Research what’s available in your sector.
Use your real personality. The Jolly Hog ad works because the brothers’ obsession is genuine. If there’s something your team is genuinely passionate about, lean into it. Manufactured enthusiasm never lands as well as the real thing.
Coordinate your channels. Don’t run one big campaign in isolation. Time your social content, email pushes, PR, and any paid media to reinforce the same message in the same window. Five channels working together beat one channel working alone.
Watch the ad
The Jolly Hog’s first TV advert. Three brothers, one obsession, 15 years in the making.
Sources & further reading
- The Jolly Hog Unveils Debut TV Ad · The Grocer
- The Jolly Hog Hilariously Captures the Passionate Energy Behind Its Sausages · Little Black Book
- Three Brothers, One Obsession · Shots Magazine
The Whito verdict
The Jolly Hog is a masterclass in patience and timing. They didn’t rush to TV when the brand was new. They built 15 years of product quality and retail presence first, then used a smart access programme to make TV affordable. The creative worked because it was rooted in truth, and the campaign landed because every channel was coordinated around the same push.
If you’re thinking about a big marketing investment, ask yourself: is the foundation strong enough to support it? If the answer is yes, find the smartest way to access the channel and go. If the answer is no, build the foundation first.
Scale StageIs your marketing foundation solid enough to scale?
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