“JACK NEVER LETS YOU DOWN” campaign (2019)
Roles:
Marketing strategy
TVC writer/director
Campaign copywriter
Agency:
Three Scoops
Jack Link’s is the beef jerky category leader but wanted to increase product trial and pack recall. The brand’s personality is irreverent, and nothing builds affection for a brand like great comedy. So we developed a high concept creative campaign revealing a secret spy organisation dedicated to helping carnivores get their meat fix anywhere, anytime.
The TVC & print campaign was supported by a gym activation featuring video and a “disguised” dispenser giving free product samples.