a "Spokesbeast" Reclaims Brand's Top Spot in Pop Culture | Carmichael Lynch Relate
Jack Link's

"Spokesbeast" Reclaims Brand's Top Spot in Pop Culture

Categories: Food & Nutrition Work

Jack Link’s Jerky has defined the meat snacks category for years, but as protein-powered snacking for sports and workouts took off, more than 100 competitors came onto store shelves. We had to reignite passion among its core audience and bring new buyers into the fold.

Idea: Sasquatch the worker-outer

As snacking had evolved, so would Sasquatch, Jack Link’s longtime “spokesbeast.” Rather than the Sasquatch of previous brand campaigns—where our woodland hero is the foil for pranksters looking to mess with him—we brought to life a more evolved character. Still rooted in his native environment of woodland weirdness, Sasquatch is now a trainer who is credited for the athletic achievements of his clients.

Our campaign was content-driven, centered around multimedia spots for broadcast, digital video and social media. The spots featured Sasquatch paired with athletes Clay Matthews, Odelle Beckham Jr. and Karl Anthony Towns for woodland workouts fueled by Jack Link’s protein snacks.

Sasquatch emerged from the woods for showcase events. At the NFL Draft, he sat with first-round pick Charles Harris and struck viral gold when an ESPN anchor mistook him for Chewbacca.

At the X Games, he went rogue on a skateboard, creating social content with influential up-and-coming athletes and showing up all over host city Minneapolis as part of an integrated Out Of Home takeover, including over 40 static and digital billboards, posters, and swag, like custom skate decks and Vans sneakers.

He arrived in Vegas, complete with title belt, for the Mayfield vs. Merriweather fight, a.k.a. “The Money Fight,” stealing media coverage from the two biggest self-promoters ever to meet up in the ring.

Results: Firmly back on the pop culture map 

  • Earned media – 2 billion earned media impressions in the first six months
  • The NFL Draft – 11 million social and 109 million earned impressions
  • The Money Fight – 212 million impressions
  • Social impressions – nearly doubled from 267 million to 513 million, with positive sentiment up 15 percent