- Jack Link’s, the snack marketer owned by Link Snacks, launched a video-focused national campaign that takes a swipe at competitors to advertise its Wild line of meat sticks, in line with a press release.
- “Feed Your Wild Side” goals to recruit Gen Z buyers through edgy social media content and out-of-home (OOH) promoting. The campaign utilizes a TikTok account to have interaction directly with younger consumers.
- Developed in partnership with agency Milestone Integrated Marketing, the hassle is heavy on shots across the bow at rival offerings. A typical theme of the creative is ribbing “Jim,” an obvious reference to Slim Jim.
Jack Link’s is seeking to expand its foothold with the growing $1.8 billion meat stick market with a latest Gen Z-inspired campaign. With increased flavor innovation and greater variety, the processed meat stick space has turn into crowded with competitors.
At the middle of “Feed Your Wild Side” is a TikTok account featuring quite a lot of content centered on Jack Link’s Wild meat sticks. The account has over 5,000 followers and thousands and thousands of cumulative video views at the time of publication. While Jack Link’s is the most well-liked meat-snack brand sold at convenience stores, it’s seeking to gain ground with younger audiences that may then purchase other products in its portfolio.
“Nearly fifty percent of our customers start with a meat stick as their first purchase. It’s their ‘on ramp’ to jerky and because the leader in the category, we plan to own this segment, too,” said Holly LaVallie, senior vice chairman of promoting at Jack Link’s, in a press statement.
LaVallie emphasized that “Feed Your Wild Side” is supposed to defy what’s boring in favor of embracing authenticity and risk-taking. The campaign doesn’t draw back from taking shots at Slim Jim, a Conagra Brands product.
Videos span a various array of genres which might be popular on social media in an effort to succeed in as many consumers as possible. One is shot like a cooking tutorial while one other takes a page from retro documentary footage, showing a bunch of hippies who’re warned to avoid “Jimbo’s” meat sticks and select Jack Link’s as an alternative. Another ad references teen movies, depicting two teenagers meeting under the bleachers. The boy, who wears a varsity jacket, asks, “What will Jim think?” The girl answers, “Jim doesn’t must know” before producing Jack Link’s.
Graffiti-like billboards for the campaign take an analogous approach, displaying the slogan “Snap right into a… ‘life-changing meat stick.’” This plays on the Slim Jim slogan, “Snap right into a Slim Jim.” Jack Link’s is encouraging consumers to snap photos of the OOH ads for a probability to win prizes. The brand can even run activations and sampling events targeted at college towns this summer, with more details to share in the approaching months.
While TikTok is often related to Gen Z, its user base is fairly diverse. A recent report from YouGov found 30% of weekly TikTok users are between the ages of 25 and 34, higher than the 25% of users aged between 18 and 24. Despite an impending ban, weekly TikTok usage has jumped from 16% of U.S. adults in 2023 to 21% in 2024.
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