Beef Jerky Brand's Bold Move in Gen Z Marketing Campaign
Aiming to 'Feed Your Adventurous Side,' this national campaign by a popular beef jerky brand is making waves in college towns. With TikTok videos featuring 'wild content,' the campaign playfully challenges a rival named 'Jim.'
Jack Link’s Launches National Campaign to Promote Wild Meat Sticks
Jack Link’s, the snack marketer owned by Link Snacks, recently started a new national campaign that focuses on videos. The campaign aims to promote their Wild line of meat sticks and also takes a dig at their competitors. This information was shared in a press release.
"Feed Your Wild Side" is targeting Gen Z customers by creating edgy social media posts and using out-of-home advertising. The campaign is active on TikTok to connect with younger audiences.
In collaboration with Milestone Integrated Marketing, the campaign takes a bold approach by comparing its products to competitors. The creative content often pokes fun at a character named "Jim," likely a nod to Slim Jim.
Jack Link’s Expansion in the Meat Stick Market
Jack Link's is aiming to grow its presence in the $1.8 billion meat stick market by launching a new campaign inspired by Gen Z. As more flavors are introduced and the variety of processed meat sticks increases, the competition in this space has become fierce.
At the heart of “Feed Your Wild Side” is a TikTok account showcasing various content focused on Jack Link’s Wild meat sticks. The account has amassed over 5,000 followers and millions of video views. Jack Link’s, known as the top meat-snack brand in convenience stores, aims to connect with younger audiences to potentially expand their product reach.
Holly LaVallie, senior vice president of marketing at Jack Link’s, mentioned in a press release, “Almost half of our customers begin with a meat stick as their initial purchase. It serves as their introduction to jerky, and as industry leaders, we intend to dominate this market as well.”
LaVallie highlighted that the purpose of "Feed Your Wild Side" is to challenge what is considered dull and instead embrace authenticity and taking risks. The campaign boldly takes jabs at Slim Jim, a product of Conagra Brands.
The videos cover a wide range of genres that are popular on social media platforms in order to connect with a broader audience. One video is styled like a cooking tutorial, while another is inspired by retro documentary footage, featuring a group of hippies being advised to choose Jack Link's over "Jimbo's" meat sticks. Another ad draws inspiration from teen movies, showing two teenagers meeting under the bleachers. The boy, sporting a varsity jacket, asks, "What will Jim think?" The girl responds, "Jim doesn't need to know," and reveals a pack of Jack Link's.
Billboards for the campaign feature the slogan "Snap into a… 'life-changing meat stick,'" inspired by Slim Jim's iconic catchphrase. Jack Link’s encourages consumers to snap photos of the ads for a chance to win prizes. The brand will also host activations and sampling events in college towns this summer, with more information to be shared soon.
Although TikTok is often linked to Gen Z, its user base is actually quite diverse. A recent report by YouGov revealed that 30% of weekly TikTok users fall between the ages of 25 and 34, surpassing the 25% of users aged 18 to 24. Despite concerns of a potential ban, weekly TikTok usage in the U.S. has risen from 16% in 2023 to 21% in 2024.
Editor's P/S:
Jack Link's bold new campaign, "Feed Your Wild Side," is a clever and humorous attempt to not only promote their Wild meat sticks but also subtly take aim at their competitor, Slim Jim. The campaign's focus on Gen Z consumers through social media platforms like TikTok and out-of-home advertising is a smart move, as this demographic is known for its tech-savviness and social media engagement. The creative content, which often pokes fun at "Jim," is sure to resonate with this audience.
Moreover, Jack Link's expansion into the meat stick market is a strategic move, given the increasing demand for these products. The campaign's focus on authenticity and taking risks aligns well with the adventurous and rebellious nature of Gen Z consumers. By embracing social media and creating engaging content, Jack Link's is positioning itself as a leader in the meat stick market and connecting with a younger generation of consumers.
