CLIENT
Jack Link's Jerky
Bret Ocholik, VP-Mktg.
Mark Catlin, Brand Mgr.
Nancy Knutson, Corp. Comm. Mgr.-Mktg.
AGENCY
Jim Nelson, Exec. Creative Dir.
Brock Davis, Group Creative Dir.
Heath Pochucha, Sr. Writer
Andrew Dauska, Acct. Dir.
Andy Gorski, Acct. Leader
Andrew Campbell, Brand Planner
Dan Wallace, Assoc. Media Dir.
Xylem CCi
SUMMARY
Despite being the market share leader, Jack Link's had minimal brand awareness. We led our small category, but were a blip on the broader snacking landscape. Slim Jim and the other core competitors were mounting an offensive. Despite increased competitive pressure and the noise of the snackfood category, we grew dollar sales by over 20%. Our key: make the snack part of the experience. "Feed Your Wild Side" let consumers participate in the story through laugh-out-loud and involving creative, media environments, sponsorships and sampling opportunities.
