Cincinnati-based media agency Empower has been awarded the media business for Jack Link’s Protein Snacks after a review.
The incumbent was Interpublic’s Carmichael Lynch, which did not defend. CL had also handled the client’s creative account until a recent and separate creative review, which concluded with GSD&M being awarded the business. CL also sat out that review.
Jack Link’s, based in Minong, Wisconsin, spent an estimated $11 million on measured media last year, according to Kantar Media. That was up about $2 million from the previous year.
Jack Link's is the category leader in the meat snacks sector with $1.2 billion in annual sales, according to the Star Tribune, which cited recent IRS data.
“Ultimately, the goal is to routinize the purchase of meat snacks, and that vision requires a media partner that truly understands channel planning within the path to purchase,” stated Tim Goldsmid, vice president of marketing for Jack Link’s. “Our category leadership position was built on forward thinking and being strategically scrappy and nimble.
'Empower impressed us by sharing this approach to media and a demonstrated ability to generate meaningful results.”
Added Empower CEO Jim Price: “Being an independent and family-owned media agency, we have a mutual respect for the grit and determination required for each other’s businesses to thrive. For us it’s personal. And Empower makes media personal.”
Jack Link’s Protein Snacks joins Empower’s CPG portfolio of brands including Bush’s, Land O’Frost and Kroger’s Private Selectionproducts.