How does a family-owned jerky company from Minong, Wisconsin stand apart in a crowded category of big-time snack brands? By claiming Sasquatch as our mascot, and encouraging people to feed their wild sides.

Jack Link's
Feed Your Wild Side

A man holding a brown paper bag is about to pop it next to Sasquatch.

Our first challenge was winning against the popular Slim Jim brand

Jack Link’s came to Carmichael Lynch struggling for market share against giant corporations and their equally giant budgets. They needed a bold new platform that would make the brand appear larger than life. Like, mythical beast large. Not just a salty snack, but primal fuel for an adventurous life. We launched “Feed Your Wild Side” featuring Sasquatch, and variations of the campaign have been running ever since.

Messin’ With Sasquatch – “Hose”

Messin’ With Sasquatch – “Spinklers”

Sasquatch is holding a hose with the water spraying at his face.
Sasquatch bending over with a campfire behind them.
Sasquatch's tongue stuck to a cold pole after licking it.
Sasquatch ran through the side of a cabin with the broken wood sidings on the ground.

Sasquatch teamed up with some athletes who have a wild side of their own

Jack Link’s Jerky officially changed its name to Jack Link’s Protein Snacks, enabling the brand to go after new audiences and occasions, but in a very Jack Link’s way. Rallying behind the muscle of famous athletes like Karl-Anthony Towns, Odell Beckham Jr. and Clay Matthews, the brand (and Sasquatch) took the Feed Your Wild side ethos to new platforms and audiences through our “Working Out With Sasquatch” campaign. We showed up in pop culture and first-of-its-kind media partnerships and activations with ESPN, the NBA on TNT, the NFL Network, Sports Illustrated and the X Games.

Odell Beckham Jr., Clay Matthews, and Sasquatch are staring off to the side in the locker room.

Working Out with Sasquatch

Workin’ Out with Karl-Anthony Towns

This grid showcases various stills from Jack Link's campaign.
No. 1 snack in convenience stores

Sasquatch on the ESPN red carpet holding his featured spread in the magazine.

ESPN Body Issue

We built multiple first-ever, culturally relevant media activations. In each, Sasquatch experiences the world on his terms, connecting with the shared passions of his adoring friends (fans). One of our favorites was inserting Sasquatch as a centerfold in the ESPN Body Issue with an appearance on the ESPN’s Red Carpet.

Sasquatch's full-body magazine spread with a raccoon.

Big 10 Partnership –  “The Wildest Room on Campus: Goldie”

Big 10 Partnership – “The Wildest Room on Campus: Herky the Hawk”

Feed Your Wild Side served as an organizing idea that housed unforgettable brand activations

We sent Sasquatch to Vegas – complete with title belt on the red carpet – for the Mayfield vs. Merriweather fight, a.k.a. “The Money Fight,” stealing media coverage from the two biggest self-promoters ever to meet up in the ring.

Our brand activations were regularly covered by earned media including “The Late Show with Stephen Colbert.”

We constantly created ways for Sasquatch to lead a bigger life and showcase what the power of protein in Jack Link’s could enable you to do, including shooting hoops with Kevin Garnett and Charles Barkley during March Madness.

To signal Jack Link’s arrival as a mainstream snack, we created National Jerky Day to celebrate its leadership position. Year after year, we celebrated the day in an over-the-top way. Activations included the world’s largest bag of jerky and some mega-sampling in the Meatpacking District in New York City.

At the X Games, Sasquatch went rogue on a skateboard, creating social content with influential up-and-coming athletes and showing up all over the host city as part of an integrated out-of-home takeover, including over 40 static and digital billboards, posters and swag – like custom skate decks and Vans sneakers.

During our 13-year relationship with Jack Link’s Protein Snacks, we helped it expand from a handful of beef jerky SKUs to the behemoth it is today — a $1.2+ billion-dollar company with SKUs in a variety of segments and countries.