- Archer, the marketer of beef jerky and other meat snack products, is kicking off its first national campaign because it looks to extend a sales hot streak and construct off a recent refresh, per a press release.
- “Stick to Real” positions the brand as an appealingly down-to-earth snacking option in an absurd modern world. One ad shows guests at a elaborate ceremonial dinner failing to be dazzled by a pretentious chef before Archer and its blue bull mascot step in to satisfy cravings.
- The campaign, which runs through the tip of the 12 months, features a partnership with streamer Hulu around its “Get Real” reality TV hub and takes advantage of Archer recently signing on as sponsor of the Los Angeles Dodgers, amongst other media elements. Archer this 12 months has expanded its manufacturing footprint and product line to meet climbing demand for high-protein, healthy snacks.
Archer is making its biggest creative swing yet following a period that saw sales grow 90% 12 months over 12 months, well above category averages. The company, formerly marketed as Country Archer Provisions, in February unveiled a brand new brand identity inclusive of the simpler name and a revamped logo and packaging, with an emphasis on an orange, navy and cream color scheme. The makeover, developed over two years, also marked an even bigger push into digital for the meat snack maker, a shift that’s reflected in its first national brand campaign.
“Stick to Real” positions Archer, which boasts clean ingredients, as a counterpoint to the “over-the-top, hyper-curated version of reality” consumers encounter in today’s world, whether in absurd social media challenges or wonderful dining experiences where snooty presentation trumps stomach satisfaction. Ads prominently feature Archer’s anthropomorphized blue bull mascot as he dishes out meat sticks to hungry partygoers and poses like a model for out-of-home (OOH) billboards. Demonstrate is the agency behind the trouble.
“Stick to Real” leverages multiple media channels, including a Hulu partnership focused on the platform’s “Get Real” programming hub. Spots will likely be targeted around reality TV franchises like “The Secret Lives of Mormon Wives” and “The Kardashians” that tend to showcase the “unreal” moments Archer is trying to combat.
In addition, the brand is running digital, social and influencer content, together with OOH placements in major metro areas like Los Angeles, Chicago and Austin. Los Angeles can also be within the highlight through Archer’s Dodgers sponsorship, with ads appearing on the Spectrum SportsNet LA network.
Archer, which is predicated in nearby Vernon, California, signed on because the official meat snack partner of the MLB team in April as an element of a multiyear agreement. A month later, it opened a second manufacturing facility in LA to meet soaring production demand. The plant opening is anticipated to add roughly 200 local jobs.
Founded in 1977, Archer is trying to higher capitalize on surging appetites for high-protein snacking options and heightened demand for food lacking artificial ingredients and additives. Billboards appearing in “Get Real” carry distinguished text and replica reading, “Real ingredients. Unreal flavor.” Archer stands because the fifth-largest meat snacking brand within the U.S., the corporate has previously stated, and is targeting $300 million in sales this 12 months.
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