What Is Jack Link’s Legendary Brand Icon? Meet Sasquatch®

2026 marks 20 years since the first Jack Link’s Sasquatch® commercial premiered on national television. Since then, he’s become synonymous with America’s favorite smoked meat snacks. But more than any other pretty poster boy, Sasquatch® represents a whole mythos. 

Steeped in a rich folklore, revealed in 30-second increments, Sasquatch® has become something of a celebrity sensation. But really, who is Sasquatch®? 

For two decades, fans, thrill seekers, and internet sleuths have floated theories, shared sightings, and fueled the mystique surrounding this evolutionary anomaly. Now, on this 20th anniversary, it’s time to go beyond the wrinkled forehead, flared nostrils, and strategically placed hair tufts to meet the true icon behind the meat snacks. 

Who Is Sasquatch®?

No one knows for certain where Sasquatch® came from. Some say the Northwest Territories of Canada; others point toward Minneapolis marketing powerhouses. The truth is, we will probably never have a clear answer. 

A better question is: “What kind of man-beast leaves the peaceful comfort of pristine woodland solitude to promote cured meat snacks?” Was he lonely? Did a natural nomadic instinct deliver him to fame’s doorstep? To answer this, let’s piece together what we do know about Sasquatch®.

Behind the Fur: Characteristics and Traits

With 20 years of data in front of us, we assembled the greatest forensics team smoked meat can buy. Together, our experts pieced together a composite picture of who Sasquatch® is. We all wanted this question answered: What is Jack Link’s mascot?

Based on their detailed and teriyaki-stained report, here’s what we know:

Sasquatch® is shy but curious; feral but understanding. He has a deep connection with other woodland creatures and is considered a friend by most forest dwellers. He is mischievous, which makes him unexpectedly funny, but he can become vengeful when threatened or pranked with whoopee cushions and other vintage novelty paraphernalia. 

Most importantly, he’s a strong ally to jerky eaters everywhere, especially those with an adventurous spirit.

Feed Your Wild Side

Jack Link’s is the perfect snack for outdoors enthusiasts, athletes, and explorers who live life beyond a nine-to-five punch clock. These rugged individualists need a special type of energy to fuel their relentless drive. They need delicious, portable, savory food that’s easy to find, cost-effective, and won’t let them down.

Sasquatch® understands this and embodies this untamed but fun-loving aesthetic better than any other mascot. He’s the perfect symbol of “feeding your wild side.” He represents the freedom, uncertainty, and adrenaline rush that comes when hiking boots meet uncharted territory. Plus, he works at union scale. 

Does Sasquatch® Have a Best Friend?

It came as a surprise, but the timing couldn’t have been better. Just as Jack Link’s was about to launch its DUOS, we discovered that Sasquatch® had a new “beast” friend. Like buffalo style and ranch or mango and jalapeño, Sasquatch® and Yeti were two peas in the same fur-covered pod. 

This legendary duo, drawn from different primordial corners of the earth, became the perfect way to introduce Jack Link’s DUOS to our fanbase. Double the big feet, double the laughs, and double the flavor. When the Yeti ad debuted in 2025, it launched a whole new aspect of the Sasquatch® mythos. 

What Are Sasquatch®’s Favorite Jack Link’s Meat Snacks?

Because Sasquatch® is the unsung hero to misfit adventurers everywhere, they naturally look to him for time-tested wisdom when securing provisions for their next expedition. Whether it’s kayaking class III rapids, thru-hiking the Appalachian Trail, or simply road-tripping to that outdoor music festival, Jack Link’s has all the meat snacks you need to chase your dreams without hitting a wall:

Beef & Cheese Combos

Sasquatch® loves to throw a pack or three of Jack Link’s Original Beef and Cheese Combos or Jalapeño Beef and Cheese Combos into his lunchbox. They’re the perfect size and flavor for hunger emergencies, of both the wild and domestic varieties.

Good Ole’ Jerky

Sasquatch® is a bona fide original. So it’s no wonder he regards Jack Link’s Original Beef Jerky as nature’s perfect food. Our mascot isn’t tech-savvy, but you can visit the Jack Link’s jerky product page for a variety of other tantalizing jerky options, including: 

• Teriyaki Beef Jerky
• Jalapeño Beef Jerky
• Peppered Beef Jerky
• Sweet & Hot Beef Jerky

Even More Jerky…A Whole Pound!

One of Sasquatch®’s most endearing qualities is his reluctance to judge. While Jack Link’s Jerky Pounders are perfect for friends like Sasquatch® and Yeti to share, sometimes you just want to be left alone with your jerky. And that’s OK. Pounders come in several flavors and no judgment if you want to hide in the corner and eat ’em all:

• Original Beef Jerky Pounders
• Teriyaki Beef Jerky Pounders
• Peppered Beef Jerky Pounders

Jerky Chew

When hunting, either in the untraveled wilderness or for his next acting gig, Sasquatch® always packs a few canisters of Jack Link’s Original Beef Jerky Chew. He prefers the original shredded beef jerky, but you might just find that Teriyaki Beef Jerky Chew is what pitches your tent.

The Snack That Started It All: Beef Steaks

While Saquatch’s home isn’t in any known location, Jack Link’s Beef Steaks are the product that put us on the map. These tender slabs of meaty goodness will keep you going from dusk to dawn and even into the night when you can’t find your campsite.

Unleash Your Inner Sasquatch® With Jack Link’s

What is Jack Link’s mascot? It’s a hairy, helpful animal who wants you to feed your wild side.

If we’ve learned anything in this article, it’s that marketers sometimes get lucky with an idea that is so uncannily correct, the public can’t turn away. 

Now, embrace your wild side and harness the exploratory spirit embodied by Sasquatch® by shopping Jack Link’s meat snacks. You’ll find a bounty of delicious, energy-filled snack foods to fuel your next wild inkling.