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Jack Link’s Protein Snacks Beefs Up its Media Game and Names Empower Agency of Record
CINCINNATI (May 21, 2018) – Empower is taking a walk on the wild side and teaming up with Jack Link’s Protein Snacks, the category leader in meat snacks.

As part of the company’s broader agency evaluation process, Jack Link’s was looking for a new media partner that could deliver effective and efficient media plans. Empower was recently awarded the media business from the family-owned and -operated company. According to the Star Tribune, the meat snack category is booming. In the last year alone, dried meat snacks earned $2.8 billion in sales, a nearly 4 percent jump from the year before, according to IRI, a Chicago-based market research firm. Despite an increasing appetite for protein snacks like Jack Link’s, other snack categories such as crackers, chips and cookies still hold 99 percent of share compared to meat snacks, which weigh in at 49 percent penetration.

“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,” Empower CEO Jim Price said. “For us it’s personal. And Empower makes media personal,” Price explained.

“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. We think Empower will be that partner for us,” said Tim Goldsmid, vice president of marketing for Jack Link’s Protein Snacks. “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.”

Based in Minong, Wisconsin, Jack Link’s Protein Snacks joins Empower’s CPG portfolio of brands including Bush’s, Land O’Frost and Kroger’s Private Selection® products.

About Empower

We are Empower, The Un-Holding Company. Our advantage is simple. Clients first – not shareholders.

From the day we opened our doors in 1985, Empower has challenged the media status quo.

Empower is recognized as one of the top independent agencies by Campaign US, a two-time Ad Age Agency A-List Standout (2021 and 2019) and was crowned MediaPost’s 2016 Media Agency of the Year.

Our integrated team of experts in Media, Creative, Analytics, and Word-of-Mouth Marketing outperform expectations. Celebrating two Adweek Media All-Stars back-to-back while also being honored by the Webby Awards, The One Show and ANA REGGIE Awards proves the eclectic talent at Empower is no one-hit wonder.

Empower’s client and employee tenure rate is unmatched – 3X the industry average. Some of our biggest fans include Tempur Sealy, Fifth Third Bank, Gorilla Glue, TriHealth, Brooks Running, Jack Link’s, V-Tech, Bush Brothers, Wendy’s, GNC, Famous Footwear, Ashley HomeStore, Rust-Oleum, The Body Shop, RoC Skincare and Newell Brands. 

Empower is headquartered in the historic Over-the-Rhine neighborhood of downtown Cincinnati. Our Chicago office is located in the city’s bustling River North neighborhood, just steps from the Merchandise Mart.

While much has evolved in our 35-year history, we remain independent with plenty of hustle…

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