Jack Link’s Protein Snacks Beefs Up Its Media Game and Names Empower Agency of Record

The Leader in Protein Snacks Out to Prove It’s a Better-for-You Snack

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.

“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.

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.

“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
Empower is The Creative Media Agency. Recognized as an Ad Age Agency A-List Standout, our award-winning integrated team of experts in audience, media, message and measurement deliver data-driven, tech-enabled and emotionally-charged Creative Media.

Tackling business challenges with the precision of an engineer and the heart of a matchmaker, Empower goes beyond securing impressions and makes those impressions personal.

Some of our biggest fans include Brooks Running, Jack Link’s, V-Tech, Bush Brothers, Wendy’s, Famous Footwear, Ashley HomeStore, Gorilla Glue, Rust-Oleum, PetSmart, TriHealth and Fifth Third Bank.

Empower is headquartered in the historic Over-the-Rhine neighborhood of downtown Cincinnati and has a rapidly growing Chicago office. Located in the city’s bustling River North neighborhood – Empower’s Chicago team is just steps from the Merchandise Mart.

While much has changed over the course of our 34-year company history, some things remain: we are fiercely independent and we will constantly challenge the media status quo.

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Media Contact:

Meghann Craig for Empower


O: 513.719.6397