Jack Link's
Sky-High Sales: Taking National Jerky Day to New Heights
Jack Link’s invented National Jerky Day (NJD) and while past efforts were big on spectacle, they didn’t always drive sales figures worth celebrating. In 2024, Jack Link’s CEO said, “Get as much jerky in peoples’ mouths as possible!” And that is exactly what we did.
Insight
While knowledge of the target audience (outdoorsy meat lovers) would inform our efforts, creating a NJD event that drove actual sales was guided by a fairly straightforward line of thinking: 1) People love the brand’s Sasquatch mascot; 2) Sasquatch is notoriously elusive.
We would create the largest Sasquatch sighting ever; physically, digitally and spiritually.
Idea
The effort kicked off with an influencer event on June 9, hosted by Sasquatch himself. In New Jersey’s Liberty State Park, 500 drones formed a Sasquatch that dwarfed the nearby Statue of Liberty and a massive 400-foot-tall QR code driving to a limited-time Sasquatch Care Package deal on Amazon.
Footage of the event set the stage for extensive media coverage and rapid organic spread of the Amazon link.
Impact
When the drones settled, we’d moved 20 tons of jerky on Amazon alone – and SOLD OUT the entire stock (38,500 Sasquatch Care Packages) in less than two days.
After seeing constellations of jerky falling from the heavens, Jack Link’s fans got the biggest NJD spectacle yet. And Jack Link’s experienced sky’s-the-limit sales figures that exceeded everyone’s already-high expectations.
Results
Sold Out
on Amazon delivering +900K individual pieces of jerky in two days
2x
sales from 2023 NJD, and 9x a typical day of sales on JackLinks.com
289.8M
media impressions and 18.3M social impressions
Awards
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