Last April, Unilever sold its two meat brands -- Bifi, sold in Germany, Benelux, Austria and Switzerland; and Peperami, which retails in the UK and Ireland -- to American-based Jack Link's, the fastest-growing meat snack manufacturer in the world -- it sells more than 100 different meat snack products in more than 40 countries.
Now, Jack Link's has named BSUR its lead strategic and creative agency in Europe, the Middle East and Africa to “harmonize” these brands into one international brand identity.
“We chose BSUR because of their ‘Concepting’ philosophy and bold creativity resulting in great brand-building capabilities," says Jack Link’s Marketing Director Niko Stachos. "From communications, to [point-of-sale], to brand activation, PR, the full mix. But also, we were very much enthused by the energy and added value of a team comprising so many nationalities.”
BSUR landed this account after a five-agency pitch. Lowe previously helmed the account in Europe. Location may also have helped Amsterdam-based BSUR land this account. Jack Link's has recently opened up its central European headquarters nearby.
“From the first meetings we had with the Jack Link’s leaders, we were impressed by the energetic, entrepreneurial style of this company," says BSUR Partner Managing Director Amsterdam Jan Rijkenberg. "They were looking not just for an ad agency, but also for a partner able to add business creativity in any thinkable element in the marketing mix.”
No word on whether BSUR will work with Carmichael Lynch and its sister shop Spong PR, both of which have represented Jack Link's in North America for the past 10 years. These agencies have helped the meat producer attract massive attention through amusing and viral campaigns, including the recent “Messin’ With Sasquatch” series of spots where various people played pranks on the giant hairy creature.