Freelance Copywriter, Creative Director, Strategist.

Jack Links ← Back to the portfolio

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Jack Links make Beef Jerky. Some say the best Beef Jerky you can buy. My challenge was to make people love them with a radio campaign. I wanted the listener to imagine a no nonsense cowboy. Sam Elliot was the image I had in my mind. He had to tell Kiwis why “man needs meat” and that became the theme of the campaign. I found a great voice in Birmingham, Alabama – Kyle Holman who brought a rich, dry humour to the scripts. Directed over skype he delivered the goods and the campaign became a great success with year on year sales exceeding 40% growth.  The client was so pleased, we have just recorded a second set of commercials. The ads went on to win best commercials of the year and most effective campaign at the Radio New Zealand Awards in 2014 and 2015.

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Jack Links New Zealand Chilli Lime from Jack Links New Zealand on Vimeo.