Case Study: Jack Link's grows into a $1.2B snack brand with Carmichael Lynch

Jack Link's grows brand awareness from 15% to 71% with Carmichael Lynch

Jack Link's, a family-owned jerky company, came to the advertising agency Carmichael Lynch struggling for market share against bigger brands like Slim Jim. They needed a bold new brand platform to appear larger than life in a crowded snack category.

Carmichael Lynch created the "Feed Your Wild Side" campaign, introducing Sasquatch as a mascot. This organizing idea fueled long-running advertising, athlete partnerships, and major cultural activations with ESPN, the NFL, and the X Games. Over a 13-year partnership, Carmichael Lynch helped Jack Link's expand into a $1.2+ billion company. Brand awareness grew from 15% to 71%, dollar sales doubled over a decade, and it became the number one snack in convenience stores.

Jack Link's