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Jack Link's Jerky
From the Backwoods of Wisconsin to Snack Aisles Across America

RAN IN: United States

CLIENT
Jack Link's Jerky

Jeff LeFever - VP, Mktg.
Kevin Papacek - Director, Mktg.

AGENCY
Carmichael Lynch *Lead Agency

Joe Germscheid - Sr. Partner, Director of Consumer Engagement
Stacy Janicki - Sr. Partner, Director of Acct. Mgmt.
Ashley Niskala - Engagement Strategist
Freddie Richards - Executive Content Producer, Partner
Marty Senn - Executive Creative Director
Jesse Simon - Acct. Director
Sofya Vannelli - Acct. Supervisor


Carmichael Lynch Spong *Lead Agency

Grete Lavrenz - Sr. Principal


Atomic Playpen


SUMMARY

Jack Link's was a little known jerky brand from northern Wisconsin. Despite only 14% brand awareness, they had audacious plans to become a top U.S. snack brand. To fuel their growth, we set our sights on a new target--guys who live on snacks and feed on protein. In 2006, we launched the "Messin' with Sasquatch" campaign, propelling the company to new heights. On the shoulders of Sasquatch, brand awareness increased 43 points since campaign launch, and in 2013, Jack Link's sales surpassed $1 billion for the first time ever.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Interactive,PR,Sponsorship

Audience: Teens (13-20),Young Men (20-35),Young Women (20-35)

Objectives: Increase awareness

Type: Business-to-Consumer

Classification: National

Language: English