Eat Like An Alpha

In the wild, the Alpha eats first, choosing the best cuts of meat while the rest of the pack feeds in rank order.

To highlight the quality of Oberto Beef Jerky, we applied this dynamic to everyday situations.

"Copstache" & "Jump the Pier" & "Hit the Head"  |  Director:  Randy Krallman

Copywriter: Dan McCormack / Jimbo Embry / Jason Rappaport | Art Director: Mike Bokman / Emily McDowell

CCO: Court Crandall | ECD: Curt Detweiler

Recognition

One Show 2 Merits (Campaign; Single)

Digital / Social / Brand Extension

We created EatLikeAnAlpha.com, where Alphas could assert their dominance over their friends and mess with them.

From tagging friends as their "Sidekick" in Facebook photos, creating “To-do" lists to email them to their right-hand man/woman and sending links to ridiculous sites that redirected to our site where they were reminded to eat more Oberto.

We also created e-cards for Alphas to send to their little buddies. Posters, coasters and (proposed but never made) "Sidekick Size" bags of jerky served as activation extension pieces to round out the campaign.

To further reinforce the Alpha dynamic, we created a subsidiary brand called "Trusty" and created an online store where Alphas could order gifts for their sidekicks. These included t-shirts, hats, jerky-scented cologne, shotgun/passenger seat covers and a one-of-a-kind Suzuki Sidekick.