REBRAND & CAMPAIGN

THE CHALLENGE

Stop a Steady Sales Decline

Jack Link’s had taken over the retail space with a full line of jerky types and flavors. They were supporting sales with an all-out media blitz and briefcases full of trade cash. Retail buyers across the country were left with one question: Why should I carry Pemmican?

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THE STRATEGY

Use Occasion as a Differentiator

Consumer research revealed that men preferred eating more than one brand of jerky, and associated different brands with different occasions. It became clear that they associated Pemmican with great-outdoor activities like camping, hiking, and hunting. The occasion became a differentiator, giving both retailers and consumers a reason to buy.

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The Idea

An Outdoor Tradition

Our rebranding efforts included new key-art, packaging and a brand book to help align internal stakeholders and sales reps. The campaign aligned Pemmican with different great-outdoor occasions. And a new Pemmican website featured a rewards program where frequent purchasers could earn outdoor gear.

PACKAGING REDESIGN

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FULL PRODUCT LINE

BRAND BOOK

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PRINT ADVERTISING

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WEBSITE & REWARDS PROGRAM


MORE WORK