Jack Link’s targets men forced into going meat free in first integrated campaign
Beef jerky brand Jack Link’s is capitalising on the meat-free movement, by targeting the men who may have been forced into going meat-free by their female partners.
The ads feature men who have reluctantly been made to go without meat by their naggy girlfriends. A saviour then shows up to sneak the man beef jerky.
Jack never lets you down, is the basis of the campaign.
According to the agency behind the campaign, Three Scoops, the ad “plays on the insight that when one partner goes on a diet, often the other is expected to get on board to help minimise temptation.”
Three Scoops creative director, Tom Kearney, said in a statement: “We wanted to amplify the kinds of situations where Jack Link’s Beef Jerky would make sense as a go-to snack for everyday Aussie guys, our core target audience, instead of conditioned salty snack go-to’s like chips and popcorn. Getting your hands on beef jerky on the way to a movie is easy, but getting your meat fix while at a vegan restaurant? That’s where Jack comes in.”
Jack Link’s general manager, James Wonson, said: “We have been working with Three Scoops for many years; they understand our mission and were able to realise our strategy and capture our humour and quirkiness within our modest budget. We don’t take ourselves too seriously and believe we have captured this brand essence in the campaign.
“We are really driving the meat snacks category in Australia as one of the only brands currently investing in marketing and advertising. We believe this campaign will grow awareness for the meat snack category as a whole, and in turn continue to solidify Jack Link’s as the market leader in Australia. This campaign invites us to reconsider our snack choices next time we are in the supermarket snack aisle.”
The 30 and 15-second spots will run across free-to-air TV on Seven and Nine, catch-up TV, YouTube, social media and at Fitness First gymnasiums.
Credits
Agency: Three Scoops
Executive Creative Director: Andros Georgiades
Creative Director: Tom Kearney
Director & Copywriter: Lucas Testro
Art Director: Pieter Le Roux
Senior Account Manager: Sharni Campbell
Producer: Zaylee Saydam
Line Producer: Tom Davies
DOP: Aaron Farrugia
Post Production: Chris Reynolds – Retrobox (Online Editor) Martin Greer (Colourist)
Recording Studio: Gusto Music
Client: Jack Link’s
Jack Link’s: James Wonson, General Manager
Didn’t they do something like this? And relatively recently, too.
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So what do the women on low-carb diets eat? Always a risk to alienate half the market.
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Anything that upsets a vegan is good for entertainment ha ha
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