Jack Links
Content
Role: Creative Direction
This project was developed while working with SDIMKTG
Sportsnet Zaun 101
In order to engrain the brand personality in the Blue Jays fan base we partnered with Sportsnet, Canada’s largest sports broadcaster to create a series of mockumentary style content with former Jays player and Sportsnet pundit Gregg Zaun.
Zaun 101, was based on the odd couple relationship between the fiery Zaun and Jack Link’s beloved Sasquatch character – in a fish out of water scenario. Zaun, the coach, would attempt to teach the games fundamentals to his team of rookies, including the raw but physically gifted Sasquatch – connecting organically to the protein benefits of the product.
The content was released weekly on Sportsnet Blue Jays Central as well as their social channels.
Toronto Blue Jays x Fan 590 Radio
As part of an existing sponsorship deal, Jack Links asked us to work with sports radio Fan 590 to uplift the existing radio content to speak more to their existing “Hangry Hacks” positioning. The content would be played during their Toronto Blue Jays Pre Game coverage.
Any output needed to appeal to all ages as the target demo was families driving to the games together.
Jack Links Canada Instagram
As with a lot of their existing comms, Jack Links had no Canadian specific social content. I led the strategic approach and creation of content for the fledgling account, including management of the creative team, copywriting and art direction.
