A first fully integrated push in 20 years
After two decades in Australia and New Zealand, Jack Link’s has launched its first fully integrated campaign in the region. Developed by Special with media led by Hatched Media, the work builds on the existing “Feed Your Wild Side” platform and signals a major step-change in how the brand shows up across channels.
The big idea: so natural, nature wants it back
Jack Link’s positions its beef jerky as the more natural way to snack, to the point where nature itself would try to wrestle it from your hands if it had the chance. The creative leans into exaggerated, punchy humor to make a simple message feel unforgettable: this is an all-natural, high-protein snack made with 100% grass-fed beef.
Character-driven humor that carries the product truth
The campaign imagines apex predators going to extreme lengths for a piece of jerky, using sharp lines that underline the product promise without sounding like a standard nutrition ad. It’s bold, unmistakably “Jack Link’s,” and designed to break through a crowded snack category where functional claims often blend together.
A true integrated rollout across screens, streets, and audio
The campaign launches across TV, BVOD, radio, OOH, and social, giving the idea multiple ways to land in everyday life. The OOH layer, in particular, reinforces memorability in public spaces, while social extends the humor and shareability of the concept.
Positioning for better-for-you protein snackers
Jack Link’s frames itself as a leader in better-for-you protein, aligning with consumers looking for smarter snack choices without giving up taste or attitude. The work supports that shift by making “high protein” and “grass-fed” feel culturally loud instead of purely informational.
Production notes and brand confidence
The visuals aim for realism, including a bear that looks strikingly lifelike, while the campaign clarifies that no animals were harmed in production. Overall, the work balances brand entertainment with clear product truth, using integrated media to drive interest and strengthen category leadership in ANZ.
Summary
The campaign humorously dramatizes how lions, bears, and tigers would go to extreme lengths for a piece of 100% grass-fed beef jerky. By amplifying the “Feed Your Wild Side” platform, Jack Link’s reinforces its position as a better-for-you, high-protein snack choice.
Running across TV, BVOD, radio, OOH, and social, the fully integrated rollout marks a milestone for the family-owned brand in ANZ. The creative leans into bold, tongue-in-cheek storytelling to cut through in a competitive snack category. Importantly, despite hyper-realistic visuals, no animals were harmed in production.
Frequently Asked Questions
That Jack Link’s beef jerky is so natural and protein-rich that even apex predators would fight for it.
Across Australia and New Zealand on TV, BVOD, radio, OOH, and social media.
It was developed by Special Group with media handled by Hatched Media.
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