AUCKLAND, Today: Jack Link’s has embraced the irreverent by partnering with pro snowboarder Zephyr Lovelock for the Official Meat Tour.
This content-driven campaign has Zephyr rewarding friends and randoms with Jack’s Link’s snacks for daring feats in the mountains, terrain parks, and resorts worldwide.
This partnership, initiated by Jack Link’s media agency Gamechanger, aims to connect with the snow scene and bring the ‘Official Snack of the Outdoors’ positioning to life. Gamechanger collaborated with Paul Gunn of Gunn Communications to find an athlete aligning with Jack Link’s brand and strategy.
Paul Gunn knew Zephyr’s unique style both on the board and in front of the camera, so he reached out to Zephyr and his dad Kelly to pitch the concept of ‘meaty tricks get meaty treats’.
“To get cut through now you have to have a great fit and engaging content – and this is what the Official Meat Tour has provided.” – Sandra Law
Zephyr shared the inspiration: “To be a pro snowboarder you’ve gotta put your meat on the line every day, it’s something I’ve done my whole life and it’s helped me to appreciate others doing the same thing – so we designed the Official Meat Tour to connect with lovers of the outdoors and snowy goodness who’re also putting it on the line.”
Sandra Law, Founder of Gamechanger, highlighted the campaign’s success, “There’s plenty of action content out there but it was the fact that Zephyr came to us with a cool idea that not only sat naturally alongside the Jack Link’s brand, but could deliver colourful social content with a fresh take on activation.
“To get cut through now you have to have a great fit and engaging content – and this is what the Official Meat Tour has provided,” Sandra added.
The Official Meat Tour extends Jack Link’s current partnerships, including the Raglan Surf Report. Zephyr’s tour has already hit Europe and Australia and will soon be hitting the South Island terrain parks.
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