I was the lead brand strategist for Jack Link's Beef Jerky from 2009-2013. Our brand campaign "Messin' with Sasquatch" had taken the brand from beef jerky underdog to meat snack category leader. It did such an amazing job reaching the huntin' and fishin' core male audience that we had to start leading the category.
"Snackin' with Sasquatch" was launched to demonstrate new times and places to eat meat snacks. We also went after a broader audience. So instead of guys on campouts and road trips, we showed men and women eating jerky during carpools, book clubs, gaming sessions and office environments.
The campaign led to an explosion in sales and top of mind awareness–not just for meat snacks, but now for salty snacks, which meant we were once again the challenger brand, but in a much bigger ocean.