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Reframing a Brand: Expanding Without Alienating

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Shifting target audiences and reframing how consumers use a product can be risky for any brand. Jack Link’s CMO shares how the brand expanded its marketing to include an entirely new target audience without alienating its core customer. How did its media and messaging strategies deliver sales lift and an increase in key brand metrics, maintaining Jack Link’s as the #1 meat snack brand.

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Reframing a Brand: Expanding Without Alienating

  1. 1. Tom ‘TD’ Dixon, CMO REFRAMING A BRAND: EXPANDING WITHOUT ALIENATING
  2. 2. OUR BUSINESS CHALLENGE Low Buy Rate Market Growth of $1.5B Low Household Penetration Annual Category Buy Rate 98 96 97 77 56 Fruit/Produce Potato/Tortilla Chips Cookies/Crackers Nuts/Seeds Meat Snacks 35 25 18 7 0 5 10 15 20 25 30 35 40 Chips/Pretzels Fresh Fruit Nuts & Seeds Jerky/Dried Meat Source: Mintel Salty Snacks US March 2019, HHP- Fruit/Produce (FMI’s The Power of Produce 2017):; Cookies/Crackers, Nuts/Seeds, Meat Snacks (Nielsen L52W Ending 3.23.19 vs 2 YA)
  3. 3. OUR GROWTH STRATEGY TO What Why/ When Who Where Beef Jerky Protein Snacks Once In-A While Outdoors Primarily Men Everyday Everyone Everywhere FROM
  4. 4. EXPAND WITHOUT ALIENATING OPPORTUNITY CONSUMERS CORE CONSUMER
  5. 5. HOW TO DO IT REFRAME WIN OCCASIONS DRIVE CONVERSION From Jerky to Everyday Protein Snack HOME WORK FITNESS OUTDOOR EACH OCCASION WILL HAVE ITS OWN UNIQUE WAY TO WIN Out of Store, In-Store, Search, E-COMM
  6. 6. APPROACH TO MEDIA NOTICE ENGAGE ACT ADVOCATE Top-Down, Bottom-Up Approach to Media
  7. 7. MULTI-YEAR CREATIVE APPROACH 2017 2018 2019
  8. 8. MEDIA DIVERSIFICATION 20192017
  9. 9. CONTENT DIVERSIFICATION TOFROM All about Sasquatch in the Woods Relevant Content in Relevant Occasions
  10. 10. STORY TELLING AS A MESSAGING STRATEGY
  11. 11. RESULTS AND OPPORTUNITY AREAS We believe our balanced approach to expanding our target audience while still being true to our core consumer has aided in our success over the last 2 years. KEY WINS OPPORTUNITY AREAS • Revisit the role of occasions • More Surgical audience targeting • Product-specific messaging & targeting Brand Awareness Aided +10 Unaided + 6 HH Penetration +2pts Web Traffic +62% Sales +5%
  12. 12. THANK YOU Tom Dixon, CMO tom.dixon@jacklinks.com

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