The March Kantar Ad Impact Award goes to Jack Link’s ‘Feed your wild side’. The ad stands out for its ability to balance entertainment with clear message delivery, performing strongly across key measures of effectiveness, particularly branding, distinctiveness and meaningfulness.
You can’t retell the story without the brand
Jack Link’s latest ‘Feed your wild side’ execution is a great example of branding excellence. From the opening shot, the brand is central to the story told; the narrative is built around Jack Link’s in a way that makes it inseparable from the experience. While many entertaining ads risk letting the story overshadow what is being sold, Jack Link’s keeps the product firmly at the heart of the action.
Moments of consumption are clearly shown at key scenes in the ad, reinforcing usage occasions and product benefits. By bridging entertainment and persuasion, the ad strengthens memory structures and builds salience for the brand.
When humour becomes instantly recognisable
Another key strength lies in the ad’s use of exaggerated, over the top humour to bring the brand’s personality to life. While this style of comedy is not unique, it is closely aligned with Jack Link’s long-standing use of exaggerated, primal behaviour, making it distinctly ownable.
Some may recall the iconic Sasquatch campaigns, which helped establish this tone in consumers’ minds. This execution builds on that legacy, using hyperbolic humour as a recognisable expression of the brand voice. Over time, this consistency helps turn this execution style into a distinctive asset, helping the brand stand out and be quickly identified by consumers.
Simple reasons to love, clearly delivered
Finally, the ad performs strongly on meaningfulness, clearly articulating why the brand matters to consumers. The proposition is simple and grounded in real needs. Jack Link’s offers high-quality, protein-rich beef jerky that satisfies hunger in a way that feels both functional and enjoyable. There is no overcomplication or reliance on the abstract.
Instead, the ad communicates a clear benefit that is easy to understand and remember, reinforcing both relevance and emotional connection amongst Kiwis, and helping build meaningful difference for the brand.
“We’re wrapped to see ‘Feed Your Wild Side’ take out Kantar’s Ad Impact Award for March,” says Jack Link’s APAC marketing and innovation director Dan Bitti.
“From the outset, this campaign was all about making an impact and engaging audiences, bringing the difference of our 100% grass-fed, high-protein beef jerky to life in a way only Jack Link’s can. If bears wait patiently to hunt their prey, it’s not a stretch to imagine the lengths they’d go to get their tastebuds around a high-protein pack of beef jerky.
“By leaning into bold, unhinged humour and a clear product truth, we’ve been able to grab attention, spark conversation and stand out in a crowded category. It’s fantastic to see that energy translate into real cut-through with audiences across ANZ.”
To enter the awards with your own creative, reach out to adimpactnz@kantar.com
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