A Campaign to Convert the ‘Everyman’

Wild River Campaign

The Link Snacks portfolio of brands, best known for its category-leading Jack Link’s brand, includes several smaller challenger jerky and meat snacks brands created to meet the needs and lifestyles of a range of consumer segments. The Wild River jerky brand was created specifically for the ‘everyman’ consumer – that group of people who work hard and love their family harder, appreciate things that are authentic and made to last and see the outdoors as their happy place.

Communications Strategy
Campaign Strategy
Campaign Development
Campaign Key Visual Design
Social Media Content

The team asked Trinity to create a communications strategy and campaign that would catch that ‘everyman’s’ attention and convert it into awareness, trial and loyalty.

We built the strategy and foundation for the Wild River campaign on core consumer insights. The Wild River ‘everyman’ had no interest in trendy or flashy marketing comms, but they care deeply around authenticity and quality. Authenticity for them means real, no-nonsense jerky made the right way. And the quality for them is all about a high-quality eating experience – great tasting rich flavors and long-lasting chew. These consumer truths, combined with truths about the brand and the product became the foundation for a No-Nonsense Jerky campaign platform. From there we identified two key content pillars to activate against: Just Jerky (product focus) and Get Out There (lifestyle focus). We also developed a Calling Fearless Pioneers summer tentpole activation to drive deeper into lifestyle and occasion, challenging consumers to take on the ultimate outdoor survival challenge - to trek the Oregon Trail the old-fashioned way.

Wild River Jerky "chew on real" shirt design and digital ad.

Campaign imagery is always outside and always experiential, capturing moments that feel real, never too aspirational. Photography uses subject matter and a rich, natural color palette that relates to the product and to the outdoors to heighten the feel of everyday scenes (just like the Wild River product does). The distressed typeface feels strong, proud and natural (just like the Wild River brand does). Campaign messaging around taste, chew, sharing and no-fuss-jerky tells consumers the authenticity and quality they seek can be found right here, right now, with Wild River.