Jack Link’s Beef Jerky Launches Integrated Brand Campaign Via Three Scoops
Melbourne creative marketing agency, Three Scoops, has delivered Jack Link’s Australia’s first integrated brand campaign.
The campaign will run for the next six months and into the new year to help position beef jerky as a go-to snack in the salty snack category.
Launching with a 30” TVC on Channel 9 and Channel 7 and followed up with a 15” spot, the playful campaign will run across free-to-air, catch-up TV, YouTube pre-roll, Fitness First gymnasiums around Australia and social media.
The campaign focuses on ‘meatless situations’ that everyday Aussie guys may find themselves in, with the two TVCs centred on one meat-eater stuck at a vegan restaurant.
It plays on the insight that when one partner goes on a diet, often the other is expected to get on board to help minimise temptation.
In the campaign, Jack, of Jack Link’s, is actually a mastermind behind an underground network of Aussie blokes who spot guys stuck in these meatless situations and swoops in to save the day with a pack of Jack Link’s.
Three Scoops creative director, Tom Kearney, said: “We wanted to amplify the kinds of situations where Jack Link’s Beef Jerky would make sense as a go-to snack for everyday Aussie guys, our core target audience, instead of conditioned salty snack go-to’s like chips and popcorn.
“Getting your hands on beef jerky on the way to a movie is easy, but getting your meat fix while at a vegan restaurant? That’s where Jack comes in”.
Taking the helm as director was Three Scoops’ creative strategist and senior copywriter, Lucas Testro.
He wrote, directed and produced award-winning viral hit short comedies I’m You Dickhead and Capes under his one-man-band production company, Man With A Jetpack, as well as writing and directing for TV series Neighbours and Winners & Losers.
Jack Link’s GM James Wonson said: “We have been working with Three Scoops for many years; they understand our mission and were able to realise our strategy and capture our humour and quirkiness within our modest budget. We don’t take ourselves too seriously and believe we have captured this brand essence in the campaign.”
“We are really driving the meat snacks category in Australia as one of the only brands currently investing in marketing and advertising.
“We believe this campaign will grow awareness for the meat snack category as a whole, and in turn continue to solidify Jack Link’s as the market leader in Australia. This campaign invites us to reconsider our snack choices next time we are in the supermarket snack aisle.”
CREDITS
Agency: Three Scoops
Executive Creative Director: Andros Georgiades
Creative Director: Tom Kearney
Director & Copywriter: Lucas Testro
Art Director: Pieter Le Roux
Senior Account Manager: Sharni Campbell
Producer: Zaylee Saydam
Line Producer: Tom Davies
DOP: Aaron Farrugia
Post Production: Chris Reynolds – Retrobox (Online Editor) Martin Greer (Colourist)
Recording Studio: Gusto Music
Client: Jack Link’s
Jack Link’s: James Wonson, General Manager
Latest News
The Big Issue Celebrates 25th Anniversary With New Campaign, ’25 Years Big’, Via Town Square And Carat
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
Australian Radio Industry Joins Global Working Group On Android Automotive
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
“Man Of The Year!” Vox Popped Pensioner’s Heartwarming Views On Immigration Becomes Viral Smash
Need a little humanity boost? Well, look no further than British pensioner and local Batley and Spen (just north of Manchester) resident, Malcolm Haigh. Haigh – a retired journalist and historian – was vox popped by a local TV crew about upcoming local elections in the area when he was probed about the area’s high […]
SBS Appoints Head And Commissioning Editor Of Scripted, Boosting Drama Team
SBS has announced the appointment of Julie Eckersley as its new Head of Scripted, to oversee an expanding slate of locally commissioned fiction content, and related industry initiatives championing inclusion in the Australian screen sector. Eckersley (pictured above) is an award-winning creative producer with a career spanning more than 20 years. She brings extensive industry […]
Amy Shark, Delta Goodrem And Guy Sebastian To Guest Host iHeart Radio’s TikTok Trending
Amy Shark, Delta Goodrem and Guy Sebastian, along with some of Australia’s hottest TikTok creators and artists, are giving music lovers rare insights into their favourite trends and tunes as guest hosts of TikTok Trending on iHeartRadio. TikTok Trending on iHeartRadio has been broadcasting 24/7 as part of a partnership between ARN’s iHeartRadio Australia and TikTok which was announced in April. With […]
Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Wednesday TV Wrap: With No Hard Quiz, Travel Guides Easily Wins Non-News Programming
Nine’s Travel Guides continued to consolidate its position as a Wednesday night leader in yesterday evening’s programming, with 719,000 viewers. In recent weeks, it has been competing with the ABC’s Hard Quiz – sometimes besting it, sometimes being bested – but with no Hard Quiz last night, it sailed to an entertainment win. Last night’s ep saw the travellers […]
Thrive PR Wins SodaStream Account
Thrive PR + Communications will be adding SodaStream to its list of global consumer-lifestyle brands, after being appointed as its Public Relations company of record in Australia. The win follows a competitive pitch that will see Thrive manage the sparkling water brand’s earned media relations, press office, and gifting program. Thrive will also be responsible […]
72andSunny Sydney Promotes Ross Berthinussen To President Following Chris Kay’s Shock Exit
72andSunny Sydney has appointed Ross Berthinussen (main photo) to the role of president leading the Sydney office. Berthinussen’s promotion follows yesterday’s surprise news that the agency’s CEO, Chris Kay, had snared the rather prestigious role of CEO of Saatchi & Saatchi’s UK office. Read B&T’s reporting here. Berthinussen has been executive strategy director of the […]
Rebounding Ad Industry Sees Google Jump Up Most Valuable Brand Ranks
Amazon has secured the title of most valuable global brand for the third year running, but rival tech giants such as Apple and Google are breathing down the neck of the Jeff Bezos founded site. Data and insights company Kantar has released its BrandZ report for 2021, detailing the most valuable brands globally based on […]
Taiwan Receives First Ever Grand Prix In Cannes Lions Live Day Three, While Lil Nas X, Fortnite And Tinder Win Big
Cannes Lions Live Day Three saw the announcement of winners in the Craft Track and Entertainment Track, in partnership with Unity, as well as an exciting first, with Taiwan awarded its first Grand Prix. On the Australian front, awards were slightly slower, with Aussie agencies recognised only in the Digital Craft Lions. These Lions award […]
62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
From ‘Over-Contextualising’ To Updating Creative: Everything You Need To Know About Contextual Advertising
With Google pressing ahead with its plan to deprecate third-party cookies in the near future, it seems many marketers are now looking at contextual advertising as a way to meet consumer expectations in an increasingly privacy-focused world. Despite the newfound popularity of contextual advertising, it is not a new principle. In fact, advertisers have been […]
New Talent Agency, Liquorice Plants Roots In NZ
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]
Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]
Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]
What’s That? New Cannes In Cairns Speakers? Oh Yes, There’s More!
Look at this Cannes In Cairns' speaker list! Plus, we're yet to hear back from Vince Sorrenti and Ray 'Rabbits' Warren.
Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]
Report: Print Readership In Australia Has Halved Since 2016
Print continues its sharp decline amid real concerns options are running out for the cat to do its business on.
The Australian Olympic Committee Urges Aussies To ‘Have A Go’ Via M&C Saatchi
This ad urges us to get into the Olympic spirit sans lighting a large cauldron & throwing javelins at the neighbours.
Nazeem Hussain Mistaken For Waleed Aly In TV Listing Fail
A pall of racism has fallen over the TV listings guide. In even bigger shock, people still reading TV listings guide.
Coke’s Customisable Pride Bottle Won’t Let You Add The Word ‘Lesbian’, But Will Let You Put ‘C*ck S*ckers’
Always wanted to send your mum a bottle of Coke with the Pride flag & 'c*cksuker' on the label? Light up her day here.
First Group Of Judges Revealed For B&T’s Best Of The Best Awards
Best Of The Best awards adland's finest. Although, whoever invented the Nutella cronut deserves an honourable mention.
Tuesday TV Wrap: Home And Away Tops Entertainment, But Ninja Warriors Beats MasterChef & Big Brother
Much like alcohol and a daily dose of Metamucil, Home and Away is just the gift that keeps on giving, isn't it?
TV Reporter’s Vox Pop Ruined By Man Repeatedly Throwing Up
Emetophobia is a fear of vomit. So, if you're emetophobic, you best avoid this. If not, you've learned a new word.
CouriersPlease Study Finds That Aussies Don’t Want Small Businesses To Shut During Lockdowns
Study finds Aussies don't want small businesses closed during lockdowns. B&T concurs with pubs, TABs and kebab shops.
Aussie Cannes Young Lions Team Win Gold In Cannes Lions Live Media Competition
It's more Cannes gold for Australia! Yet, sadly there'll be no waking up naked & drunk on Plage de la Bocca this year.
Melinda Geertz Steps Down As Leo Burnett CEO, Emma Montgomery To Take Reins
Melinda Geertz has stepped down as Leo's CEO, with porcelain swan or Thermomix current favourites for leaving present.
Saatchi & Saatchi’s ‘Donation Dollar’ Continues To Make Waves At Cannes Lions Live, While More Aussie Agencies Secure Success
As a tip, a Cannes Bronze Lion can become far more prestigious with a can of gold-coloured spray paint from Bunnings.
Cresta’s Awards See Upturn As Ad Spend Starts To Return
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]
