What if your snack was so natural… you had to fight nature for it?

As the number one meat snack brand in Australia and New Zealand, Jack Link’s had momentum but in a crowded ‘better-for-you’ category, it needed to clearly stand apart.

So we lent into a simple truth: if Jack Link’s is truly natural, it’s not just appealing to humans: it’s irresistible to nature itself.

Building on the existing ‘Feed Your Wild Side’ platform, we warned people that Jack Link’s is the snack most likely to get you attacked by wild animals.

From bears to big cats, the campaign shows just how far apex predators would go for 100% grass-fed beef jerky, dialling up tension, humour and unpredictability in a way that’s unmistakably Jack Link’s.

Launched as the brand’s first fully integrated campaign in ANZ, the work rolled out across TV, BVOD, radio, OOH and social.

Snack bravely. 🐾