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Posts Tagged ‘Kevin Papacek’

Carmichael Lynch Shares ‘Hangry Moments’ for Jack Link’s


It appears Sasquatch is sitting this one out, and the absence of Jack Link’s mascot is much appreciated.

Carmichael Lynch takes a different approach with their latest campaign for the jerky brand, based on a concept not all that dissimilar from Snickers’ “You’re not you when you’re hungry” approach: that intense hunger can make you angry, which they define as “hangry.” The series of 30-second spots depict several such hangry individuals, with their intense hunger personified by angry animals that emerge from their stomach, which also acts as a visual representation of the “Feed your wild side” tagline. In “Lecture Hall,” for example, a student is taking a test when his intense hunger causes a puma to emerge from his stomach. It is not until the puma is sated with a piece of beef jerky that it retreats back where it came from, after helping the kid out with a test answer (apparently this is a highly intelligent feline). Other spots take a similar approach, depicting a woman waiting for her flight to take off, and a man stuck in a meeting. The spots will run online and on on channels such as Comedy Central, ESPN, and FX, alongside the existing “Messin’ with Sasquatch” campaign.

“Nothing says Feed Your Wild Side like literally feeding your wild side,” explains Kevin Papacek, director of marketing for Jack Link’s Beef Jerky. “Hangry is how you feel when you experience hunger to the point of being angry – visceral, debilitating hunger. This deeper hunger can only be fed by Jack Link’s Jerky.”

Stick around for “Middle Seat” and credits after the jump. Read more

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Trick or Treat Sasquatch this Halloween via space150′s Effort for Jack Link’s

This past Sunday, Minneapolis-based space 150 launched its #tricksasquatch or #treatsasquatch social campaign for Jack Link’s, for which it serves as digital AOR.

I’m not sure if Sasquatch or beef jerky have all that much to do with Halloween, but I wouldn’t have minded getting beef jerky while trick or treating as a kid, so it kind of works I guess. After asking fans of the brand whether they would trick or treat the Jack Link’s mascot, Sasquatch is sending personalized responses based on whether fans want to trick or treat him. Fans could even receive a photo or video response from the hairy jerky mascot. Jack Link’s is also ”engaging fans through a brand and Halloween relevant keyword strategy.” They are retweeting the responses from @mesasquatch at @JackLinks and posting photo and video responses on Facebook.

Kevin Papacek, director of marketing for the brand, says, “We love Halloween and our fans love Halloween, which is why we have created an engaging and delightful experience for fans that embodies the Halloween spirit,” in an experimental announce determining how many times the word “Halloween” could feasibly be worked into a sentence.

Pro wrestler James Storm replied to Sasquatch with a video (featured above) in which he leaves the beast a beer and a bag of jerky. How sweet. Or should I say, salty?