THE PROBLEM

Jerky is a loved snack, but it’s seen as a gas station snack, something you pick up on a road trip, or when you go camping. Jack Link’s needs to occupy a new space in the minds of consumers.

Key insight

Snacking is more serious than ever. Young adults are opting for substantial and nutritious snacks instead of traditional meals in some cases. They’re more conscious of their eating habits, and want to feed themselves and their families good fuel to get through the day.

THE SOLUTION

By showing a wider audience using a wider variety of Jack Link’s products, we will show consumers that we are all serious snackers, no matter who we are. We will no longer cater to just outdoorsmen and athletes looking for fuel.

Demographics:

1. Men, women, and families, aged 20-40

2. Middle to Upper middle class, able to afford quality snacks.

Psychographics:

1. Protein Seekers: consumers that are looking for protein as fuel for their active lifestyle

2. Satiety Snackers: consumers that are looking for a filling snack to get them through the day.

Primary Research

We conducted interviews with consumers and determined that the majority of the problems that Jack Link’s identified were true: consumers only ate Jack Link’s a couple of times a year, mostly when on a road trip, or when camping. Men were more likely to buy jerky than women, and the most consumed products were the bags of original or flavored beef jerky strips.

We also identified that consumers were unaware of the brevity of Jack Link’s product portfolio, something we sought to address in our creative executions.

Secondary Research

We searched industry reports and found that 57% of young adults were opting for snacks over traditional meals, and 60% of consumers bought snacks in their weekly grocery store trips. Additionally, high protein diets are increasingly popular today. We believe that Jack Link’s is in a great position to capitalize on these snacking trends.

Pack your snack with jack TV SPOTS

“Pack your Snacks with Jack” TV spots will see Sasquatch, now in a supportive role. Sasquatch is trying to help everyone be their best, most productive self. 

This theme could be transported to any situation: from the everyday, to the athletic and outdoors-y.

Sasquatch helps you fuel up and tackle the day, whether you’re a businesswoman trying to nail a pitch at work, a stay at home dad wrangling the kids, or a mountain climber conquering a peak.

SASquatch recipe Digital video series

In order to make new moments of consumption around the brand, Sasquatch will give out ideas of recipes and snack combinations to have a healthy, nutritious and flavorful meal.

These videos will be distributed across social media and YouTube, in short snippets to fit our target audience’s mobile lifestyle. It will inspire creative applications for Jack Link’s snacks, and further reinforce Sasquatch’s new persona as a helpful friend.

How you snack with jack

In this user-generated content campaign, Jack Link’s will encourage consumers to post pictures of them enjoying their protein snacks wherever and whenever they like to eat them most! Jack Link’s Instagram account will share their favorite posts to the main Jack Link’s account.

Everyone will be encouraged to share their favorite time to snack, whether it’s while gaming, hiking, working, driving, or all of the above. This campaign will show real people sharing their moments of consumption.

Sasquatch returns to twitter

We want to bring Sasquatch back to Twitter, which has been inactive.

The newly transformed Sasquatch will tweet musings and inspirational quotes to help followers get through their day.