Jack Link’s started National Jerky Day in 2012 as an annual celebration for all things jerky with wild events commemorating its irreverent brand personality — from commissioning meat portraits of “Barack Obameat” and brand icon Sasquatch, to a helicopter dropping jerky packages from the sky in mini-parachutes. Our challenge: Own the news cycle by creating the most epic National Jerky Day yet.
Unveil “Meat Rushmore,” an awe-inspiring meat replica of South Dakota’s Mount Rushmore National Memorial—homage to Jack Link’s largest facility in Alpena, South Dakota—in New York City’s Columbus Circle.
The 13-foot tall, 17-foot wide structure boasted over 1,600 pounds of Jack Link’s jerky and 350,000 grams of lean protein. Visitors could enter to win a year’s supply of jerky for the best selfie taken at the monument. JackLinks.com visitors could insert their photo as the “fifth head” on a virtual Meat Rushmore.
Meat Rushmore was announced via national wire release, media alerts and National Jerky Day proclamations in key markets. Time-lapse video of the making of the monument and b-roll footage of its unveiling were also provided.
Total campaign impressions reached 267,553,672, Jack Link’s most “monumental” achievement since National Jerky Day was created. Media impressions totaled 267,477,151 from 265 media outlets including the Associated Press, Huffington Post, LA Times, USA Today, Parade, Time and “Good Morning America.” There were 6,096,443 social conversation impressions within a week following the event.