Competitive Analysis Digital 7

7/27/2019 Competitive Analysis Digital 7

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CompetitiveAnalysis

TRIS3CT | 07.24.14

The Meat Snack Digital Landscape

Wednesday, July 30, 14


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Agenda

Objective Landscape Overview Major Players Craft Brands Summary



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Objective

Provide a deeper understanding of

current digital trends within the meatsnack category in order to optimize our

creative efforts within the Slim Jim

brand

.com



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LandscapeOverview



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Landscape Overview

The Salty Meat Snack category is a niche, yet saturatedmarket by both the Major PlayeJim, Oberto, Jack Links & Old Wisconsin) and a slew of smaller, regionally-based craft b

Although the Major Playersfill thelargest amount of the digital brand communication sthere exists a distinct following for the more regional, craft brands.

These smaller brands utilize unique and nimble digital brandingtechniques against thecorporate brands.



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Major Players



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Major Players

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Top SKUs

Oberto has two active sweepstakesfor fans to enter to win a training

weekend with Clint Dempsey or a

trip with pro-snowboarder, Louie

Vito.

#YouGetOutWhatYouPutInacts astheir CTA to rally fans to interact

with the brands mission of pushing

yourself to be the best you can be.

Obertos latest campaign heroes the brand as Americas

PROtein.Linking Oberto with professional athletes like RichardSherman,Clint Dempsey, Brian Urlacherand Louie Vito



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Oberto rewards you for hard

you give your all, you reap t

When you fuel yourself righ

give your all. Oberto brands

as the all-natural jerky, wit

fillers and bi-products that o

have.

With athlete spokespersons

Sherman, Louie Vito and ClOberto raises themselves to

jerkywith Stephen A. Smi

sense of humor.

Digital



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#YouGetOutWhatYouPutInObertos social presence champions their slogan #YouGetOutWhatYouPutIn

Highlighting all of the occasions where Oberto Beef Jerky can help you reach your full potential.

With their #MotivationMonday

posts pushing their fans to push

fear aside and do whatever it is

they want to do, because with

Oberto, anythings possible.

With major athletes like Brian

Urlacher tweeting

@ObertoBeefJerky about

spokesperson @LouieVito,

Oberto reinforces their brand

alignment with professionalsports.

The #YouGetOutWhatYouPutIn

has activity even outside of the

Oberto branding. People tweet

motivational messages with the

hashtag, further strengthening

Obertos brand.

z



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Teams Up

Oberto will donate $100k during its sponsorship of Tough Mudderparticipants complete a specified on-site challenge.

Brea Kratzert, Strategic Partnership Director at Wounded Warrior Project concurred,"Oberto is a terrific match for WWP because we strive to encourage warriors to nurture

their minds and bodies, and Oberto's focus on helping consumers maximize their

active, healthy lifestyles aligns with our values. We are excited about the awareness

Oberto can bring to Wounded Warrior Project and are grateful for their donation."

Oberto & Tough Mudder Combine Forces to Raise

Money for the Wounded Warrior Project

Obertostands as a brand for

warriors and persistence,

therefore this combination was a

perfect opportunity to boost

consumer brand perception



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Key Insights

Oberto centers their brand around performance--#YouGetOutWhatYouPutIn

Key sponsorship partners helps to align their brand as the go-to meat snack to satisfy athletamateur to professional-- Americas PROtein

Experiential partnerships with events like Tough Mudderextend the brand identity to appeaeven the most extreme of sports events--answering to Jack Links brand CTA of Feeding Yo

Side

Philanthropic partnerships (Wounded Warrior Project) appeal to their millennial target whotraditionally respond well to brands with charitable tendencies

Brand continues their conversation through motivational social posts--#MotivationMondaypushing the hashtag #YouGetOutWhatYouPutIn to display all the ways in which Oberto en

athletic performance



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Brand champions the slogan, FeedYour Wild Sidewith accompanying TV

spots that play off the rebellious andhumorous nature of the brand.

Meat Rushmore, a real-life replica of the historical monument made out of

Jack Links jerky.

The meat-masterpiece was placed in NYCs Time Square where fans wereable to interact and share pictures of it through social media.

Top SKUs

www.jacklinks.com landing page features carousel of promotions, PR, andexperiential marketing opportunities created by the brand


P ti
http://www.jacklinks.com/http://www.jacklinks.com/


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Jack Links Call of the Wild Sweepstaktogether the brands CTA Feed Your Wi

along with the targets adventurous lifes

appeal to fans to engage with the contes

social media after entering.

Fans can Draw a Wild Card and Try to

the Adventurous stunts, Read a Twitternominate your favorites to win free jerky

Build a Survival Kit Gives you a list of items to make your own personal surviv

of your outdoor adventures.

The sweepstakes entices the target andthem through social media

Promotions


PR & Social


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PR & Social

Scrolling tiles on JLswebisite that promotes

select social and PR--

direct link to original

source.



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GoPro Mountain Games Jack Links

presence at the

GoPro Mountain

games included

overall brand

integration into

games and also

a specifically

sponsored

event, the

Ultimate

Mountain

Challenge.

By aligning with GoPros event,Jack Links asserts their brand

personality as being fun,

adventurous and up for anything

fueling even the most extreme

athletes.



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+ NHL Teams

By pairing with NHLteams Jack Links

creates a loyal

following from

athletes and fans

alike



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The Screamin Sasquatch

John Klatt Airshows and Jack Links Beef Jerky teamed up tocreate a one of a kind plane, the Screamin Sasquatch.

Mashable covers the plane and its pilot, Jeff Boerbon, 2010Unlimited Aerobatics champion

JKA is a traveling circus of planes and pilots makingits rounds across the US.



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Key Insights

Jack Links looks to appeal to the adventurer--Feed Your Wild Side

Through partnerships like the GoPro Mountain Games, the brand reinforces their alignmeextreme sports and activities

By partnering with NHL teams, Jack Links breaks into Obertos traditional pro sports fanschoosing a sport (hockey) that is typically perceived as wilder.

Through experiential marketing (Screamin Sasquatch)Jack Links extends brand identityjust partnerships



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Snack Bites

Snack Sticks Smoke S

Flavor Varieties


Digital


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Digital

Engaging, clean website promotes theproduct along with recipes and a family-

oriented tone.

The brand highlights their partnershipwith the Chicago Blackhawks on the

landing page.


S i l


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Social

Social postings portray a family-oriented brand, with promotionsthat encourage being active and spending time with friends/family

while eating Old Wisconsin products.

Old Wisconsins YouTube mainly contains content specificto parent company Buddig

Pinterest page creates a home base for recipes and servingsuggestions for each of their products, as well as a board

dedicated to the state of Wisconsin.


K I i ht


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Key Insights

Old Wisconsins branding emphasizes importance on family values and traditional feel

Socialengagementfocuses on promotionsand sharing their consumers stories, (i.e. pchildrens baseball teams)

Brandingis paired withtheir parent company Buddig which takes away from establishindistinct brand personality separate from Buddig.



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Craft Brands



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Craft Brands



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Top SKUs

Tocino Adobo

Spicy Tocino

www.astigjerky.com features a simple, clean designemphasis on online purchasing of the product. Flash banner with

product description

on the site.


Social
http://www.astigjerky.com/http://www.astigjerky.com/


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Social Media integrated onto website subpage (Facebook, Twitter,Instagram)

Astig Ka Ba - CTA to share via social if you are Astig enough.

Poll on what the next flavor should be

Links to Astig in the news

Online Store

Store Locator on site

Social


Key Insights


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Key Insights

Astig teases consumers to prove they are Astig-enough--emphasizing the brands inon being percieved as cool, badass, or kick-ass

Engages consumers to participate in the selection of the next flavor of Astig Jerky

Strongest socialuse is in on Twitter, communicating the Astig personality.



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www.wildbillsfoods.com

YouTube Video

Tried. True. American

Website: emphasis on productwith links to a video, the brand

story and online shopping

http://www.wildbillsfoods.com/http://www.wildbillsfoods.com/http://www.wildbillsfoods.com/http://www.wildbillsfoods.com/


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www.wildbillsfoods.com

YouTube Video

Tried. True. American

Website: emphasis on productwith links to a video, the brand

story and online shopping


Social Conversatio
http://www.wildbillsfoods.com/http://www.wildbillsfoods.com/http://www.wildbillsfoods.com/http://www.wildbillsfoods.com/


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Social Conversatioplatforms re

although Tw

some additio

personality

Stash of CaSweepstake

Bass Pro G

or Meat Sna

Packs.


Key Insights


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Key Insights

Wild Bills owns its unique, crazy-cowboy attitudethroughout both its digital and social p

Brand really emphasizes product and appetite shots, along with promotional saleson website and social channels to encourage product purchase

Brand frames the experience of being a Wild Bill consumer is that of a true jerky fan, andAmerican-- Tried. True. American.

Tonality of website narration stays consistent with the voice of Wild Bill



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http://www.bifi.de/

Germanys favorite mini-salami snack since

1972.

Features TV spots with similar look & feel to whatSlim Jim is accomplishing through BS Webisodes


Vid
http://www.bifi.de/http://www.bifi.de/


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Videos

BIFIs branding through their website parallewith the new look and feel of Slim Jim

Crazy stunts incorporating BIFI products.


Videos


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Videos




Videos


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Videos




Social The title must


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Facebook postfeaturing BiFi

sticks in the

shape of the

World Cup

Hunger is appeased

The title mustbe found-

contest to win

a trip to the

World Cup

finals.


Interactive


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Mini-games on website thatfeature spokesperson

Thomas Muller with BiFi

branding


Promos & PR


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BiFi flashmob to win a training session withThomas Muller

Biggest Muller Fan Competition

Training day with Thomas Muller


Key Insights


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Key Insights

BIFIs unique line of products along with its reckless brand personality, is an interestintouchpoint to reference when considering Slim Jim and the Bill consumer.

Brand uses strong partnerships with spokesperson relatable to the target--German socceThomas Muller-- while incorporating interactive gameswithin the website to continue

engagement with the brand.

Consistent branding across all social platforms but centers engagement of content thro

website.


Summary


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Summary The most impactful brand expressions most definitely come from the Major Players, sp

Oberto and Jack Links.

The two brands successfully extend their personalities outside of the traditional digitsphereinto real-life engagement throughpartnering with brand-relatable events.

Although the smaller, craft brandsdo not brand to this extent, looking at their nimble expof brand personalitywithin their limited means, can give insight into interesting ways fo

to move forward.


Competitive Analysis Digital 7

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