Jack Link’s is the leading U.S. meat snack brand and the fastest-growing global meat snack manufacturer in the world.
In 2003, when we began our relationship with Jack Link’s Beef Jerky, the company’s growth had been driven by aggressively expanding distribution. However, with brand awareness very low, developing a deep brand relationship with consumers was critical to fuel further growth across the product portfolio. We guided an executive level management and agency team in creating a Brand Strategy based on a compelling consumer insight. The result was a believable, distinct and emotionally based Brand Promise that provided clear and consistent direction for internal and external people responsible for growing the brand.
Following this we guided strategy development for introducing an entirely new product category under the Jack Link’s brand. Our role included leading brand architecture, consumer research, package design and the introductory marketing plan.
In 2004 we guided development of their Global Strategic Vision. This included creating a detailed current and future profile of all aspects of the company, including: business concept, driving force, consumers, brand, products, geography, marketing and promotion, organizational structure, culture, financial performance, etc. Finally, the Critical Issues on which the company must focus to achieve the Strategic Vision were identified.
In 2007, after three strong years of growth, we were engaged again to guide development of their Strategic Vision. We then led a cross-functional team in creating and implementing a New Product Development process that will identify strategies and product platforms to fuel growth in the future.
In 2007 Corky Hall, CEO of Stellus, accepted an invitation to serve on the company’s first Board of Advisors. Over the next 7 years the company has become the leading U.S. meat snack brand and the fastest-growing global meat snack manufacturer in the world. Corky completed his 10 year term on the board in 2015.
- Jack Link, Chief Executive Officer
- Troy Link, President
- John Hermeier, Chief Financial Officer
- Terry Smith, Executive Vice President of Operations
- Mike McDonald, Executive Vice president of Sales
- Larry Jarvela, Senior Vice President
- Bret Ocholik, Vice President of Marketing
- Karl Paepke, Vice President of Supply Chain