Jack Link’s has partnered with content creator MrBeast to launch three products across Australia and New Zealand.
Marking MrBeast’s first-ever partnership with a consumer packaged goods company, the collaboration sees the launch of ‘secretly flavoured’ Jack Link’s x Mr Beast Grass Fed Beef W.T.F! (What’s. The. Flavour.?!) products.
In Australia, two limited-edition 45g Beef Jerky (RRP $6.30) flavours and one 50g Twin Beef Sticks (RRP $5.50) offering are now available from Woolworths, 7-Eleven, petrol and convenience stores, and other independent retailers.
In NZ, one limited-edition 45g Beef Jerky (RRP $6.40) flavour and one 50g Twin Beef Sticks (RRP $5.49) offering are now available from Woolworths, Foodstuffs, Mobil, Fresh Choice, Z Energy, bp, Caltex and other independent retailers.
In both markets, the range is being supported by the “biggest consumer promotion ever seen in the local meat snacks category”.
Shoppers who purchase the limited-edition packs can scan the QR code, enter the unique code inside, and guess the secret flavours for the chance to win $1,000,000. Designed to drive incremental category growth, the partnership aims to recruit new shoppers into meat snacks by tapping into Gen Alpha and Gen Z consumers, who are said to snack more frequently than any generation before them but remain under-indexed in meat snack consumption.
Jack Link’s Marketing Director APAC Dan Bitti says this is without a doubt the biggest news to ever hit meat snacks across Australia and NZ.
“With the number one meat snack brand partnering with the number one content creator in the world, we’re delivering a highly disruptive launch for retailers, combining exclusive new products with a once-in-a-lifetime chance for consumers to win $1,000,000,” he says.
For MrBeast, also known as Jimmy Donaldson, the partnership is a natural fit.
“I’ve been eating Jack Link’s for as long as I can remember, so teaming up was a no-brainer”, he says. “Now, we get to create something super fun and tasty for our fans.”
The flavours will be progressively revealed from April as promotional packs sell through.
