Jack Link's, which stepped up its marketing game earlier this year by hiring its first chief marketing officer, now has a new agency partner as well.
The maker of Jack Link's, Matador and other jerky brands hired Periscope as its digital and packaging agency of record.
Previously, Jack Link's did not have a digital agency of record, said CMO Tom "TD" Dixon, who was familiar with Periscope's work from his tenure at Welch's and Schwan Food Co.
Periscope Creative Director Scott Dahl said the agency's relationship with Jack Link's began when it started to do some project work on packaging. After that, Jack Link's brought Periscope in for a digital and social conversation.
Jack Link's handled the competitive review internally, Mr. Dixon said, noting that it included several agencies. Carmichael Lynch remains Jack Link's agency of record on creative and media. Spong is still its public relations agency of record, and Integer remains its agency of record for shopper marketing, Mr. Dixon said.
Periscope will work on Jack Link's full portfolio of brands, but consumers should expect to see the most work from the main Jack Link's brand.
"The role of digital certainly shifts by each of our brands and their consumers, but generally, our flagship brand Jack will require significant digital focus," Mr. Dixon said via email.
Periscope's first work on the flagship brand will likely be an extension of the "Workin' Out With Sasquatch" campaign that began running in August. At that time, Mr. Dixon said the campaign could evolve from its football focus to one featuring a basketball star or stars. He declined this week to provide more details on those plans.
Periscope's work for Jack Link's includes social media, paid search and SEO for brands including Jack Link's, Lorissa's Kitchen, Matador and Squatch, as well as the parent company identity. It also includes packaging strategy and design, and collaborating on product innovation.
Periscope's Mr. Dahl said his agency has already begun meeting with Carmichael Lynch and the other agency partners.