Jack Link's builds on Sasquatch ad campaign
June 30, 2010
by Bryan Salvage
MINONG, Wis. – Jack Link’s Beef Jerky has unveiled new television commercials maintaining its Messin’ With Sasquatch advertising campaign. The new spots, the first since 2008, feature more classic pranks played on an unsuspecting Sasquatch.
“Since its launch in 2006, the Messin’ With Sasquatch campaign has been a great success — the 30-second television spots and alternate-ending, online-only versions have received millions of views on YouTube and MySpace,” said Jeff LeFever, director of marketing, Jack Link’s Beef Jerky. “The new ads find Sasquatch in new environments and the retributions are bigger and better than ever before. Messin’ With Sasquatch fans have been asking for new commercials; we think the new wave of spots is well worth the wait and delivers on the Feed Your Wild Side messaging.”
One new offering is “Camp Fire,” which showcases young campers, who after snacking on Jack Link’s jerky, choose to Feed Their Wild Side by duping the unsuspecting Sasquatch. More ads, scheduled to launch later this year, also feature a series of sophomoric, yet well-known, pranks. A short video teasing the campaign launch was recently posted on YouTube (http://www.youtube.com/mesasquatch), and in less than three weeks, “Guitar” received more than 11,000 views.
With each iteration of the campaign, advertising agency of record Carmichael Lynch challenges itself to create scenarios that mirror Jack Link’s fun and slightly irreverent brand personality. “The campaign boasts a grab-life-by-the-horns mentality, just as the people do in each of the ads,” said Brock Davis, creative director at Carmichael Lynch.
The new ads will rotate on major cable networks including Comedy Central, ESPN, Fox Sports Net, National Geographic, OLN, Speed Channel, Spike TV and TBS.
Headquartered in Minong, Wis., Jack Link’s claims to be the No. 1 U.S. meat snack brand and fastest-growing meat snack manufacturer worldwide. For more information, visit LivingSasquatch.com.