NFL stars Odell Beckham Jr and Clay Matthews are taught ‘beaver squats’, ‘tree presses’, squirrel chases’ and ‘salmon swings’ by Jack Link’s Sasquatch brand mascot in a new series of 1980s-style, workout-themed TV ads and social spots as the jerky brand leverages excitement around the new NFL season.
The comic commercials sees the Sasquatch grunts and groans as he instructs the NFL superstars how to exercise ‘like him’ in spots that mock ’80s-style VHS exercise videos.
The campaign, developed in harness with creative and media agency Carmichael Lynch, will split its budget 70% to TV and 30% on digital.
New films commercials debuting Monday include at least 11 30-second spots and five 47-second videos.
These range from TV commercials starring both endorsers (and the brand mascot) like ‘Locker Room’,
‘Stationary Cycling’,
and ‘Leg Raises’.
as well as mock workout tip videos featuring just one of the athlete ambassadors.
Beckham Jr ads include ‘Squirrel Chase’,
‘Salmon Swings’,
while Matthews’ spots include ‘Bolder Crushers’,
‘Swatting Insects’,
‘Pike Presses’,
as well as ‘Bench’,
‘Squeeze’,
‘Rant’,
and ‘Question’.
Depending on the spot, either the New York Giants’ Beckham or Green Bay Packers’ Matthews is heard saying “Jack Link’s jerky, the protein-packed snack packed with protein” at the end.
The spots will air during games and sports reporting, as well as on networks such as FX and Spike TV.
Social plans include participation from both Beckham and Matthews.
Jack Link’s Jerky is the protein-packed snack packed with protein. #SasquatchWorkout pic.twitter.com/c5HFNQTRKB
— Jack Link's Jerky (@JackLinks) September 12, 2016
Clearly, Sasquatch is ready for the big game tomorrow. #SasquatchWorkout pic.twitter.com/VB3qQLy6oH
— Jack Link's Jerky (@JackLinks) September 10, 2016
On set, the Jack Link’s team quickly discovered that Mr. Beckham was a true fan of the product.
‘He would not stop eating jerky,’ recalled Johnna Rossbach, Jack Link’s director of marketing integration.
‘We had a spit bucket for him, but that was never used.’
For Beckham, the Jack Link’s campaign is launching at the same time as new work for Campbell’s Chunky Soup (see case study).
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Jack Link’s is significantly increasing its marketing spending in the second half of 2016, with plans to spend close to five times what it spent during the latter half of 2015.
‘You’re going to see this all the time,’ Dixon said, adding that about 70% of the campaign is devoted to TV, with 30% on digital.
Comment
There is a touch of Old Spice campaign tactic – as Jack Link’s opts for a mockumentary style, throwback approach to comic ads that feature two of the league’s most prominently-coiffed players.
The campaign marks Jack Link’s first big work under TD Dixon, who joined in April as its first chief marketing officer.
He was most recently CMO at Welch’s.
‘We don’t take ourselves too seriously but we wanted to truly communicate a product message,’ Dixon said of the protein-focused approach.
‘Part of what I saw as a gap in our communications portfolio was really hammering home the product benefit.’
It’s the brand’s second stint with Mr. Matthews, who starred in a digital campaign linking Sasquatch to football that generated buzz and helped inspire Jack Link’s to look into a broader relationship with the sport.
Indeed, this 2016/157 season work continues where last season’s NFL activation left off.
This saw Jack Link’s Sasquatch mascot being trained by NFL stars – with a four video campaign also from Carmichael Lynch and Sports Illustrated’s own Branded Content Studio distributed across social media platforms.
This took the form of longer form, mockumentary style ‘PreSeason Sasquatch Watch’ online film series fronted by former QB Boomer Esiason.
Once football season ends, the brand may mix Sasquatch’s workout ideas with basketball or other sports.
The intent is it could be almost a year-round campaign, with different themes highlighted at the appropriate times.
At this point. Mr. Dixon said it was too early to discuss whether other athletes would join in.
Jack Link’s, which is a privately held company that generated total sales of $1.2bn last year, is building an impressive heritage of sports sponsorship.
Other properties in its partnership portfolio over recent years include tie-ins with the MLB’s Seattle Mariners and Minnesota Twins, the NHL’s Detroit Red Wings, GoPro’s Mountain Games, Jack Link’s Major League Fishing, the World Series of Poker.
Link Snacks Inc uses event partnerships and sports sponsorship to ‘build visibility, sample product and support its “Feed Your Wild Side” positioning’ amidst its core 18 to 49-year-old men.
Links
Jack Link’s Web:
http://www.jacklinks.com
Jack Link’s Twitter:
Jack Link’s Facebook:
https://www.facebook.com/jacklinksbeefjerky
Jack Link’s Instagram:
https://www.instagram.com/jacklinksjerky/
