The Feed Your Wild Side campaign presents the notion that anytime, anywhere a person sinks their teeth into some Jack Link’s Jerky, they tap into a side of themselves that is a bit wild, rugged and free. The spots feature animal-like herds of jerky-eating people (many who look like they just came from the office) living out in the vast wilderness. In addition to appealing to Jack Link’s core consumer – outdoorsmen and 20-something men – the advertisements include people from all walks of life in an effort to broaden the customer base.