Jack Link’s was a little known jerky brand from northern Wisconsin. Despite only 14% brand awareness, they had audacious plans to become a top U.S. snack brand. To fuel their growth, we set our sights on a new target–guys who live on snacks and feed on protein. In 2006, we launched the “Messin’ with Sasquatch” campaign, propelling the company to new heights. On the shoulders of Sasquatch, brand awareness increased 43 points since campaign launch, and in 2013, Jack Link’s sales surpassed $1 billion for the first time ever.