MINONG, Wis. – A new creative campaign from Jack Link’s shows how a growling stomach turns into something more ominous — a “hangry moment”.

“Hangry is how you feel when you experience hunger to the point of being angry — visceral, debilitating hunger. This deeper hunger can only be fed by Jack Link’s Jerky,” said Kevin Papacek, director of marketing of Jack Link’s Beef Jerky.

The company's new television and online advertising campaignaims to encourage consumers to “feed their wild side” with healthy protein snack options such as beef jerky during different eating occasions. Carmichael Lynch developed the “Hangry Moments” campaign which will debut online and on cable television. The new campaign will run alongside the existing “Messin’ with Sasquatch” campaign, also developed by Carmichael Lynch.

“We’re really proud of the work that we’ve done for Jack Link’s over the last decade,” said Mike Lescarbeau, CEO of Carmichael Lynch. “The ‘Hangry Moments’ campaign continues the funny, disruptive, and over-the-top storytelling that has become a hallmark of Jack Link’s advertising.”