To help host the ultimate meat and greet this holiday season, Jack Link’s Canada teamed up with chefs across the country to create the Official Jack Link’s Holiday Cookbook.
Client: Jack Link’s Canada
Agency: Midnight Circus
Role: Creative Director
Category: Digital/Social
Year: 2023
We understand that when it comes to holiday hosting, the STEAKS are always high. So, we created an opportunity to introduce Jack Link’s products in a more unexpected way as a protein saviour for delicious holiday dishes.
The campaign aimed to reintroduce jerky and its versatility to shift the perspective from Jack Link’s being a road trip snack to Jack Link’s being a high-protein grocery staple.
The Microsite
The Official Jack Link’s Holiday Cookbook came to life through a microsite. This website featured an easy-to-navigate design that made following along with these recipes easy for even the most inexperienced of chefs.
Divided by category, each of the recipe pages told the story of the inspiration behind the dish, as well as ingredient lists and step-by-step instructions. We also made these recipe pages feel personal by featuring the brilliant chefs behind each prominently.
MEAT the Chefs
A cookbook is only as good as its recipes. To find the most exciting ways to incorporate jerky into a holiday meal, we partnered with influential chefs across Canada and asked them to craft a recipe that could live seamlessly on any holiday table spread. These recipes varied from the expected to the unexpected, from appetizers to desserts to allow Jack Link’s products featured to shine.
The Cookbook
In the spirit of the holiday, we also made the cookbook available as a free download in a PDF format. This way curious culinary adventurers can keep the recipes close for years to come.
After knocking down all the targets and stopping these two Boron sidekicks, another secret symbol was revealed. Like the first room, once it was inputted into the door, the door unlocked and the adventure continued into the next room.
Creative Director: Natalie Racz
Executive Producer: Zach Wright
Associate Producer: Jonah Vosburg
Art Directors: Frank Neufeld, Max Crame
Copywriter: Cecilia Doyle
Head of Digital Engagement: Christina Raymond
Content Director & Social Media Manager: Oliver O’Brien
Social Media Strategist: Taylor Gyenge
Videographer: Yuri Shevyryov
Photo Retouching: Travis Champagne
Digital Media & Amplification: James McKellar