Jack Link’s Beef Jerky Launches Integrated Brand Campaign Via Three Scoops

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




Please login with linkedin to comment

jack link's three scoops

Latest News

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere
  • Campaigns

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere

Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE
  • Advertising

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE

Kargo, a leading provider of full-funnel advertising solutions across mobile, desktop, and TV screens, is excited to announce the launch of CORE (Create Once, Run Everywhere) in APAC. CORE is built on creative science and empowers advertisers to easily use their creative assets across screens for seamless campaign performance at scale. A combination of creativity […]

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship
  • Media

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship

Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]