Identify the optimum positioning of the Jack Link’s brand for European consumers, and redesign the packaging to reflect this.
Jack Link’s is a family business with a billion dollar turnover in meat snacks, a diverse category whose signature product is Beef Jerky.
Increasingly busy lifestyles have driven snacking growth for many years, but a second wave of growth is now being fuelled by the healthier eating trend. High protein, low fat / low carb foods in particular are being adopted enthusiastically by consumers.
New meat snacks like Jerky appeal to young, active men as a high quality, empowering snack with a genuine craft maker story.
We identified the key drivers for Jerky in Europe as masculinity, nutritional value and great taste, seasoned with a pinch of American craft. This was delivered by ‘bigging up’ Jack’s steer symbol and red and black colourways, with tough typography framing a lean meat feast.
What we did:
Shopper marketing displays
Brand extension - Beef Sticks