MEAT LOVERS by TBWA\ Dusseldorf for Jack Link's Beef Jerky

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MEAT LOVERS

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Media Direct marketing
Market Germany
Agency TBWA\ Dusseldorf
Creative Director Dirk Henkelmann, Marco Loco Bezerra, Emiliano Trierveiler, Philip Borchardt
Client Service Director Richard Breaux
Released November 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: JACK LINK´S
Product/Service: BEEF JERKEY
Agency: TBWA\GERMANY
Date of First Appearance: Nov 20 2009 12:00AM
Entrant Company: TBWA\GERMANY, Berlin, GERMANY
Chief Creative Officer: Stefan Schmidt (TBWA Werbeagentur GmbH)
Chief Creative Officer: Kurt Georg Dieckert (TBWA Werbeagentur GmbH)
Creative Director: Marco Bezerra (TBWA Werbeagentur GmbH)
Creative Director: Emiliano Trierveiler (TBWA Werbeagentur GmbH)
Creative Director: Philip Borchardt (TBWA Werbeagentur GmbH)
Creative Director: Dirk Henkelmann (TBWA Werbeagentur GmbH)
Client Service Director: Richard Breaux (TBWA Werbeagentur GmbH)
Media placement: Business Card - Business Card - 20. November 2009

Describe the brief/objective of the direct campaign.
Jack Link’s is the largest producer of beef jerky in the world. But, in Germany, it needed simple and low-budget alternatives to get its positioning across. Due to its specific products, meat snacks, Jack Link’s is naturally identified as a male, 'no bullshit' brand. The toothpick is actually a bridge between these two universes: meat and manliness. So the employees literally got the 'tool' to spread this message.The mission was to make this passion and dedication to meat reach all business partners, suppliers and clients of the company.

Explain why the creative execution was relevant to the product or service.
Due to its specific products, meat snacks, Jack Link’s is naturally identified as a male, 'no bullshit' brand. The toothpick is actually a bridge between these two universes: meat and manliness. So the employees literally got the 'tool' to spread this message.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea was simple. Business cards that allow every single employee to demonstrate what the company is made of: meat lovers.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In a truly direct contact action, all employees became true ambassadors of the company’s positioning, spreading it to all of its audiences, helping the re-launch of the brand in the German market.