Jack Links is evaluating its creative partnerships and has enlisted an agency search consulting firm, Pile, to manage the process. Jack Links spent $9.1 million on advertising in 2016 and over $10.7 million in the first nine months of 2017. The meat snacks market was worth $2.8 billion in 2016, growing 7% over the last 4 years, and Jack Links has 51% market share in the US jerky market. Jack Links is looking to expand beyond its traditional male audience by targeting women and millennials with new brands and product lines promoting health and wellness.

1. N E W B U S I N E S S P I T C H B R I E F
F E B R U A R Y 2 0 1 8

2. T H E D A T A
“Across all of our business units, we routinely conduct
evaluations to ensure we have the right strategic and
executional partners. At this time, we’ve decided to
evaluate our creative partnerships,” a Jack Links
spokesperson said in a statement. “We’ve enlisted Pile,
an agency search consulting firm, that will strategically
guide and manage the search process. Our current AOR,
Carmichael Lynch, will be invited to participate in the
process as well.”
Jack Link’s spent around $9.1 million in 2016 and over
$10.7 million in the first nine months of last year,
according to Kantar Media.
Y O U N E E D
T O W I N
T H I S P I T C H
Mars Starts a Media Review
Global
February 02 , 2018
Media

3. C O M P A N Y B A C K G R O U N D
C L I E N T P R O F I L E / M A R K E T
Link Snacks, Inc. produces snack products. It offers beef, pork, bacon,
turkey, and chicken snacks. The company also provides beef and
chicken bites; beef, turkey, and chicken steaks and strips; beef, combo,
squatch, and turkey sticks; and sausages.
It serves customers through grocery stores, convenience stores, drug
stores, large retailers, and select home improvement and sport good
stores in the United States. Link Snacks, Inc. was founded in 1985 and is
based in Minong, Wisconsin with an additional office in Minneapolis.
F I N A N C I A L O V E R V I E W
2016 Sales (mil)
2016 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
-
-
-
-
-
-
D E C I S I O N M A K E R S by M A I N C O M P E T I T O R S
tdixon@jacklinks.comChief Marketing Officer
Mr. Tom Dixon
david.kamenetzky@effem.comDirector of Marketing Integration
Ms. Johanna V. Rossbach

4. M E A T S N A C K M A R K E T
$ 2.8
B I L L I O N
2 0 1 6 S A L E S
7%
C A G R L A S T 4 Y E A R S
3.5%
2 0 1 6 S A L E S G R O W T H

5. M E A T S N A C K M A R K E T
S T I C K S
47.2%
52.8%
J E R K Y
S A L E S S H A R E B Y S E G M E N T
S T I C K S S A L E S
$ 1,318
M I L L I O N
J E R K Y S A L E S
$ 1,474
M I L L I O N
S T I C K S S A L E S G R O W T H
0 %
J E R K Y S A L E S G R O W T H
7 %

6. $ 25.81
AVERAGE AMERICAN HOUSEHOLD YEARLY SPENDING ON MEAT SNACKS
C O N S U M E R S P E N D
40
35
30
25
20
15
10
0
5
A N N U A L H O U S E H O L D S P E N D
25.81 9.38 7.16 35.37 10.01 17.66 12.60
DOLLARS
$ 7.42
AVERAGE SPEND PER-TRIP
40
35
30
25
20
15
10
0
5
H O U S E H O L D S P E N D P E R T R I P
7.42 2.71 6.10 3.61 3.14 4.01 3.16
DOLLARS
Meat Snacks Pork Snack Seafood Snacks Potato Chips Corn Chips Popcorn Cheese Snacks

7. W H O ‘ S M E A T S N A C K I N G
A N N U A L S P E N D B Y G E N E R A T I O N A N D E T H N I C I T Y
40
35
30
25
20
15
10
0
5
GREATEST
GENERATION
DOLLARS
H I S P A N I C
$ 20.55
A S I A N - A M E R I C A N
$ 31.60
A F R O A M E R I C A N
$ 18.60
C A U C A S I A N
$ 26.59
BABY
BOOMERS
GENERATION XMILLENNIALS

8. A M E R I C A N A T E
M E A T S N A C K S I N 2 0 1 7
S A L E S C H A N N E L S
N U M B E R O F C O N S U M E R I N M I L L I O N S
0 5 10 15 20 25 30 35 40 45 50 55
Jack Link’s
Slim Jim
Store Brand
Oberto
Pemmican
Wild Ride
Other Brands
46.29
45.46
19.01
18.33
3.02
2.31
27.81
1 2 2 . 1 3
M I L L I O N

9. S A L E S C H A N N E L S
92 %
Millennials replace meals with
Snacks at least once a week
17 %
“Can’t be bothered to
cook a meal”
39 %
Said they are too busy to
sit down and eat a meal
79 % 75 %
60 % 44 %
Consumers want to
recognize the
ingredient list
Consumers desire
a healthier
snack option
Consumers prefer
snacks providing
energy boost
Consumers look
for natural or
organic snacks

10. J A C K L I N K ‘ S I n c
$ 1 . 2
B I L L I O N
T O T A L
S A L E S
5 1 % U.S. J E R K Y
M A R K E T S H A R E
- 5 % D O L L A R S H A R E
O F J E R K Y S A L E S

11. M O R E T H A N J U S T A G A S S T A T I O N J E R K Y
“We’ve changed our brand vision
and our company vision from being
the dominant leader in jerky to
really being the dominant leader in
protein snacking”
Tom Dixon
CMO @ Jack Links
Jack Link’s opened its first
brick-and-mortar in the
Minneapolis Target Center
selling its signature snacks,
along with retail items such as
clothing and even a bicycle.

12. N E W T A R G E T S A N D U S A G E O C C A S I O N S
Jack Link’s brand, created the Lorissa’s Kitchen brand in 2016 to
appeal to active, upscale women looking for a healthy snack with
varieties such as Ginger Teriyaki and Korean Barbecue Beef.
Women’s share
in Jack Link’s audience
21.8%
Meat Snack eating occasions
consumed by women (2017)
48.5%
K N O W M O R E
S O U R C E : CUBEYOU
45%
43%
40%
38%
33%
35%
2 0 1 52 0 1 2
35%
45%
MEAT SNACK EATING OCCASIONS WERE CONSUMED BY WOMEN
“Currently, there is an appetite to market more to
women and millennials as consumers have started to
value a wider selection of flavors as well as grass-fed,
hormone- and antibiotic-free meat”
R O B E R T S O N A L L E N , H A R T M A N G R O U P

13. P S Y C H O G R A P H I C S
M A L E S
7 8 . 2 %
1 8 - 2 4 Y E A R S O L D
6 2 . 8 %
L I V I N G I N T H E
M I D W E S T R E G I O N
3 2 . 0 %
T O P
O U T D O O R
E N T H U S I A S T S
M O T O R
L O V E R S
G A M E R S
S E E T H E F U L L P R O F I L E
J A C K L I N K ‘ S A U D I E N C E

14. Women consumers
interested in healthful
snack brands
H E A L T H C O N S C I O U S
4 . 5 x
B E A U T Y & W E L L N E S S A W A R E
4 . 2 x
M O N E Y S A V E R S
3 . 4 x
H O M E D E C O R A T O R S & D I Y s
3 . 0 x
H E A L T H Y S N A C K I N G
W O M E N

15. A G E D I S T R I B U T I O N R A C E
H E A L T Y S N A C K I N G
W O M E N
demographics
G E T F U L L I N S I G H T S
M A R R I E D
5 8 . 5 %
W I T H C H I L D R E N
5 7 %
H H I > 7 0 K
4 5 . 6 %
N O R T H E A S T R E G I O N
2 3 . 5 %

16. G E T F U L L P R O F I L E
H E A L T Y S N A C K I N G
W O M E N
health
1 . 2 x 6 . 8 x
Top Supplements Brand Top Health Media
“I prefer alternative
medicine to traditional
medical practices”
“I’m always looking for
new ways to live a
healthier life”
1 . 3 x 1 . 2 x

17. 3 . 1 xG E T F U L L P R O F I L E
H E A L T Y S N A C K I N G
W O M E N
beauty
T O P F I T N E S S A C T I V I T Y
Active & Fit
3 . 3 x
Running
1 . 7 x
Super influential consumers of
beauty products
1 . 9 x
K A T H R Y N
B U D I G
T O P F I T N E S S I N F L U E N C E R
1 . 2 x
1 . 2 x
1 . 1 x
Frozen
Yogurts
Energy / Diet
Snacks
Carb Free
Diet Snacks

18. FAMILY COOKING AT HOME
G E T F U L L I N S I G H T S
H E A L T Y S N A C K I N G
W O M E N
home activities
Home Decorators
& DIYs
High number dedicated
to housework
3 . 0 x 1 . 3 x
Spending time with
family as a top priority
1 . 2 x
High number of hours
spend with kids
1 . 4 x
High number of hours
spent cooking
1 . 3 x
Trying to eat dinner with family
almost every night
1 . 2 x

19. I N S I G H T S
S U I T E
C O N S U M E R
Discover Jack Link’s Target Consumer
on Cubeyou Consumer Insights Suite
T R Y N O W F O R F R E E