Carmichael Lynch Advertising

A polygraph, speed gun and ‘protein detector’ prove Jack Link’s superiority in latest ads


By Minda Smiley, Reporter

July 28, 2017 | 4 min read

Beef jerky purveyor Jack Link’s has rolled out a TV campaign that aims to prove the nutritional value of its snacks.

Jack Link's

Starring its longtime mascot Sasquatch, the quirky spots pit Jack Link’s jerky against some of its protein-filled competitors, like Greek yogurt and nuts. Called ‘Versus,’ the campaign is part of Jack Link’s strategy to position its jerky as a healthy snack that’s perfect for athletes and others on the go.

In one spot, a woman using a ‘protein detector’ to scan a snack bar, string cheese and a petri dish full of Jack Link’s discovers that the beef jerky has the highest amount of protein per serving. Another spot features her using a speed gun to detect the sugar content of both Greek yogurt and Jack Link’s jerky; unsurprisingly, the gun reveals that the yogurt has 15 grams of sugar while the jerky only has six.

A third features a polygraph that reveals the high caloric content of a ‘Protein-y Granola Bar.’ After the bar admits that it has a whopping 190 calories, the beef jerky revels in the fact that it has half the calories but the same amount of protein as the bar in question (comparisons of the jerky’s sodium content with that of other snacks are conveniently missing from the campaign).

Two other spots round out the campaign, which will run through the summer on Discovery, Adult Swim, TruTV and TBS. The spots were created by Jack Link’s longtime agency Carmichael Lynch.

“Versus delivers spots that relay Jack Link’s product benefits and the brand’s sense of humor, but does it in a new and breakthrough way for the brand,” said Carmichael Lynch group creative director Josh Leutz in a statement. “It also lets us continue flexing where Sasquatch can go for Jack Link’s and what he can do for the brand and the products outside of his woodland home.”

“We know now more than ever that consumers are looking for protein-rich foods to snack on,” added chief marketing officer Tom Dixon. “We wanted to remind people you can’t out-protein meat and do so in a Jack Link’s way.”

Earlier this year, the brand rolled out a music video starring ‘Unbreakable Kimmy Schmidt star’ Tituss Burgess on Funny or Die. In the video, Burgess and the Sasquatch sing a sensual duet together.

Jack Link’s also continued its ‘Workin’ Out With Sasquatch’ campaign earlier this year with a series of videos starring Minnesota Timberwolves player Karl-Anthony Towns.

Jack Link's: advert-top-1 by Carmichael Lynch

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