Special and Hatched have launched a new integrated campaign for Jack Link’s, the beef jerky all Aussies know and love, putting the brand’s wild credentials front and centre.
Building on the existing ‘Feed Your Wild Side’ platform, the new work positions Jack Link’s as the more natural way to snack. So natural, in fact, that nature itself might try to wrestle it from your hands.
The fully integrated campaign marks a major milestone for the family-owned brand, which has grown to become the number one meat snack brand across ANZ and one of the fastest-growing snack brands in the region.
Rolling out across TV, BVOD, Radio, OOH and Social, the campaign dramatises just how far apex predators would go to get their claws on an all-natural piece of grass-fed beef jerky.
The campaign shows a pair of men sitting in a car in the woods, about to rip into a packet of jerky, when a bear starts cleaning the windscreen of the car, before it asks if it can hitch a ride on a sign that reads: Headin’ South.
“Lions wade through desert heat for hours just to get their incisors into some wildebeest. Imagine what they’d do for 100% grass-fed beef,” says Joe Ranallo, Creative Director at Special.
“Bears look cuddly. But what most people don’t realise is that, given the chance, they would betray you and your family for 50g of high protein, grass-fed beef,” says Will Winter-Irving, Creative Director at Special.
This is Jack Link’s first fully integrated campaign since launching in Australia and New Zealand 20 years ago, signalling a renewed push to drive fame and distinctiveness in the category while reinforcing its all-natural, high-protein credentials.
“If tigers had disposable income, they would clean us out. Sadly, they don’t, so we’re sharing Jack Link’s with a new generation of humans instead,” Dan Bitti, APAC Marketing Director at Jack Link’s added.
“People are seeking better snack choices, and the message is simple: Jack Link’s beef jerky is delicious, and naturally high in protein, made with 100% grass-fed beef.
“We’re delivering that message in the bold, unmistakable Jack Link’s way to stand out and drive real interest in the category,” Bitti added.
CREDITS
Jack Link’s APAC Marketing Director: Dan Bitti
APAC Brand and Innovation Manager: Olly Loveday
Special CEO & Partners: Lindsey Evans & Cade Heyde CCO & Partners: Tom Martin & Julian Schreiber CSO & Partner: Dave Hartmann
Managing Director: Tori Lopez
Creative Director: Will Winter-Irving
Creative Director: Joe Ranallo
Team Lead: Chris Braks
Business Director: Alicia Aguilera
National Head of Production: Tash Johnson
Head of Film & Content: Margot Fitzpatrick
Integrated Producer: Steph Wilkinson
Digital Producer: Stacey Szabo
Senior Producer: Di Williams
Head of Design: Adam Shear
Design Director: Sabine Schwarz
Design Director: Dan Jones
Designer: Kayla Gilbert
Finished Artist: John Rivera
Hatched Media
General Manager: Catherine Edghill
Head of Strategy: Danni Dimitri
Head of Performance & eCommerce: Adam Steward
Strategy Director: Berlian Ayudya
Business Director: Laura Comber
Business Director: Vaishnavi Krishnan
Production Production Company: Hooves
Director: Nathan Ceddia
Executive Producer: John Pace
Producer: Bella Millikin
DOP: Max Walte
Production Design: Emilia Rogers
Casting: Northside Casting
Editor: Tim Parrington
Online: Mr Fox
Grade: We Are Crayons
Audio Post: Sonar Music
Sound Design: Tim Bridge
Producer: Haylee Poppi
Stills Retouching: Cream Studios
Stills Photography (Hands & Packs): Wellcom
