Padilla Shortlisted for The Drum Awards

Padilla has been recognized by The Drum Awards for Marketing 2025 with Jack Link’s and our “Sasquatch in the Skies” National Jerky Day 2024 campaign in two categories: CPG/FMCG and Experience.  

The Drum Awards celebrates the very best work, companies, and people from the world of marketing and media, judged by a jury of experts from the world’s top brands.

• Watch the video case study here.

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. As Jack Link’s CEO said, "Get as much jerky in peoples’ mouths as possible!" Our job was to find a way to deliver a bold, word-of-mouth-worthy event that also drove a literal and figurative ton of sales—and to get it all off the ground in under six weeks. And that is exactly what we did.  

Our goal was to create an attention-grabbing NJD activation to garner social media buzz, influencer engagement and media relations, driving sales through Jack Link’s limited-time Sasquatch Care Package deal on Amazon. We invited food, lifestyle and outdoor influencers to a live jerky-tasting extravaganza 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 the deal. Footage of the event set the stage for extensive media coverage and rapid organic spread of the Amazon link.  

When the drones settled, we hadn’t just moved a ton of jerky. We’d moved twenty tons of it on Amazon alone—and SOLD OUT the entire stock (38,500 Sasquatch Care Packages) in less than two days. A lightning-fast pivot to direct sales from Jack Link’s online retail store kept the momentum going through June 12, where SALES DOUBLED from the prior year’s holiday, and were 9x a typical day of sales on JackLinks.com.