Jack Link’s is leaning into its ‘Feed Your Wild Side’ concept with a new fully integrated campaign that suggests its grass-fed beef jerky is so natural, even apex predators would fight for it.
Created by Special and launched in partnership with Hatched, the campaign positions the snack brand as the more natural way to snack.
The creative premise is simple: if lions wade through desert heat for wildebeest, imagine what they would do for 100% grass-fed beef jerky.
“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,” said Joe Ranallo, Creative Director at Special.
Image: Special
The campaign marks Jack Link’s first fully integrated brand push since launching in Australia and New Zealand 20 years ago. It rolls out across TV, BVOD, radio, out-of-home and social.
Apex predators, but make it snackable
The creative dramatises just how far wild animals might go to get their claws on a high-protein snack.
“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,” said Will Winter-Irving, Creative Director at Special.
The exaggerated tone is consistent with Jack Link’s global brand playbook, dialling up humour while reinforcing its key product claim: beef jerky made with 100% grass-fed beef.
Dan Bitti, APAC Marketing Director at Jack Link’s, said the brand is targeting a new generation of snackers seeking better-for-you options.
“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. 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 said.
And while the bear featured in the TVC looks convincingly real, the brand confirmed that no animals were harmed in the making of the campaign.
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
Top Image: Special