Case Study:

Jack Link's Beef Jerky

The Brief

Jack Link’s approached us to execute a targeted sampling campaign designed to increase brand awareness, drive product trial, and achieve an uplift in in-store sales of their Original Beef Jerky. They wanted to reach a range of individuals and a variety of demographics in the UK through our experiential and office-based brand to hand sampling strategy.

The Solution

The campaign focused on engaging office workers, gym-goers, and event participants across London and Manchester. Additionally, the campaign aimed to gather valuable insights on brand perception and the impact of the sampling initiative on consumer behaviour, both before and after the trial.

To achieve these objectives, we delivered a highly focused and targeted sampling activation, concentrating on ABC1 men aged 25–45 with interests in sports, fitness, and gaming. Over 103,300 samples were distributed at offices, gyms, and events strategically located near Asda and Sainsbury’s stores, ensuring convenient access for participants to purchase the product post-trial.

To engage fitness enthusiasts, we partnered with the UK Spartan Race event, providing participants with Jack Link’s Beef Jerky samples to fuel their performance. This setting allowed consumers to experience the product's taste and benefits in a real-world, active environment.

To reach gaming enthusiasts, we strategically distributed 10,000 samples outside the League of Legends World Finals, which took place at the iconic O2 Arena in London. This event, known for attracting a massive global audience of passionate gamers, provided the perfect opportunity to showcase Jack Links to a highly engaged and relevant demographic.

The Results

To measure the campaign’s effectiveness, we implemented pre- and post-trial questionnaires. The pre-trial survey assessed participants' familiarity with beef jerky and the Jack Link’s brand, while the post-trial questionnaire measured shifts in brand awareness, purchase intent, and perceptions of the product.

The campaign delivered outstanding results:

Increased Purchase Intent: 78% of participants stated they were “4/5” or “5/5” likely to purchase Jack Link’s Beef Jerky in the future.

Significant Brand Awareness Growth: Brand awareness rose from 34% pre-trial to an impressive 87% post-trial when compared to other beef jerky brands.

Actionable Consumer Insights: The post-trial survey provided valuable feedback on packaging, taste, price point, and consumer habits, including when and where participants are most likely to enjoy Jack Link’s Beef Jerky.

This targeted sampling campaign not only boosted brand visibility and product trial but also delivered actionable insights to refine Jack Link’s positioning in the market. The success of the campaign highlights the power of strategically designed product sampling in driving consumer engagement and sales uplift.