Melbourne creative marketing agency, Three Scoops, has delivered Jack Link’s Australia’s first integrated brand campaign, which will run for the next six months and into the new year to help position beef jerky as a go-to snack in the salty snack category.
Launching with a 30” TVC on Channel 9 and Channel 7 and followed up with a 15” spot, the playful campaign will run across free-to-air, catch-up TV, YouTube pre-roll, Fitness First gymnasiums around Australia and social media.
The campaign focuses on ‘meatless situations’ that everyday Aussie guys may find themselves in, with the two TVCs centred on one meat-eater stuck at a vegan restaurant. It 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.
In the campaign, Jack, of Jack Link’s, is actually a mastermind behind an underground network of Aussie blokes who spot guys stuck in these meatless situations and swoops in to save the day with a pack of Jack Link’s.
Says Tom Kearney, creative director, Three Scoops: “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.”
Taking the helm as director was Three Scoops’ creative strategist and senior copywriter, Lucas Testro. He wrote, directed and produced award-winning viral hit short comedies I’m You Dickhead and Capes under his one-man-band production company, Man With A Jetpack, as well as writing and directing for TV series Neighbours and Winners & Losers.
Says James Wonson, general manager, Jack Link’s: “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.”
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