• by Larissa Faw , June 12, 2017

Instead of building 'Meat Rushmore' or dropping jerky from helicopters as Jack Link's has done previously to celebrate National Jerky Day, the meat snack brand is partnering with Team Rubicon, the disaster relief group founded by veterans and first-responders.

The “Fueling the Front Lines” initiative includes financial support, product donations and a volunteer pledge from Jack Link’s team members.

Proceeds from the purchase of Jack Link’s Original, Teriyaki and Peppered Jerky snacks in stores and online at JackLinks.com/OurCause will help fund additional Team Rubicon disaster relief services.

As Jack Link's AOR, Carmichael Lynch and PR sibling agency Carmichael Lynch Relate were responsible for media planning and buying, including an ad in USA Today as well as web development, community management and media relations support. 

Creative agency Fast Horse contributed to this project with strategy and concept development, copywriting and design.

Jack Link’s is known for taking a somewhat wacky approach to advertising and this project doesn't signal a strategic pivot.  The Rubicon activation is simply meant to infuse the July 12 jerky day recognition with a greater sense of purpose.