There’s Nothing Like a Great Duo

(TORONTO, ON) April 30, 2025 — Some legends are better in pairs. That’s the spirit behind Jack Link’s partnering with Milestone Integrated – the creative agency behind some of America’s most recognizable brand campaigns – to launch DUOS: a bold jerky innovation that pairs two flavours in one bag, supported by a fully integrated 360-campaign designed to BRING NEW USERS INTO the meat snacks category.

With a hilarious and heartwarming storyline, the multi-million-dollar campaign kicks off with what only can be described as a legendary ice-breaking moment: Sasquatch and Yeti coming together in childlike wonder, juxtaposed with their raw power and superhuman strength. From epic arm wrestle contests, and avalanche-triggering roars to playfully tossing boulders, their newfound friendship unfolds in laugh-out-loud fashion. These striking visuals are perfectly set against a masterful remake of “Best Friend,” the theme from The Courtship of Eddie’s Father—the kind of earworm that makes the bond between Sasquatch and Yeti impossible to forget.

“DUOS introduced a new way for us to deliver VALUE AND bold, unexpected flavour experiences—and we needed a campaign that could break through just as strongly,” says Holly LaValle, SVP Marketing, Jack Link’s. “Milestone understands our brand DNA and helped turn that ambition into something unforgettable. It’s a true meeting of forces—in our product and in our partnership.”

The comprehensive campaign, marking Jack Link’s return to television, demonstrates Milestone’s fully integrated approach. Beyond creating one of the year’s most entertaining spots, Milestone orchestrated the end-to-end execution and 360 planning, from production oversight to media planning and strategic placement across premium digital and traditional channels.

“The creative platform for DUOS was designed to do more than tell a story—it needed to make people feel it, tapping into a sense of nostalgia and brotherhood,” says Gary Westgate, Executive Creative Director, Milestone Integrated. “That spirit of unexpected connection mirrors the product, and by translating it into a fully integrated campaign, the work builds brand equity, reinforces Jack Link’s category leadership, and connects with a new generation of snackers.”

In a cross-platform move, Milestone worked lockstep with Jack Link’s to secure a high-profile integration with YouTube megastar MrBeast in his viral video Would You Risk Drowning for $500,000? which amassed over 53 million views in just three days, delivering explosive exposure for Jack Link’s DUOS.

The multi-platform integrated campaign includes: 

• 6-second, 15-second, 30-second, and 60-second spots (View Here)
•  Strategic digital activations, including YouTube homepage takeovers and premium TikTok feed positioning
• National TV placements during high-profile programming, including the NFL Draft and NBA/NHL playoffs
• A cross-platform social media strategy featuring custom content
• Breakthrough influencer partnerships, led by the MrBeast collaboration
• The DUOS campaign launched digitally on April 24, with its television debut during primetime NFL Draft coverage on April 25.

ABOUT LINK’S SNACKS (DBA “JACK LINK’S”)

Link Snacks is a leader in snacking and its brand Jack Link’s Protein Snacks is the #1 meat snack brand in America. Headquartered in Minong, Wisconsin, Link Snacks is a family-owned and operated company that represents a heritage of unsurpassed quality and innovation since 1985. The company is made up of passionate Team Members who share an uncompromising commitment to deliver awesome products. The company’s portfolio of consumer brands include Jack Link’s®, Lorissa’s Kitchen®, Wild River®, Golden Island®, Country Fresh Meats®, BiFi®, and Peperami® and KOOEE!®.

ABOUT MILESTONE INTEGRATED MARKETING

Driven by their core principle: Truth Made Remarkable, Milestone is an award-winning, creative, strategy and integrated media agency. They help billion-dollar firms and cheeky challengers deliver incredible results and punch above their weight. Fiercely independent and with long-standing B2C and B2B clients, ninety percent of Milestone’s clients worldwide come via referral. Creativity is your last great competitive advantage – so come be remarkable. Learn more at www.milestoneintegrated.com.

MEDIA CONTACTS

Jack Link’s team: Media@JackLinks.com