Archer is launching its first national "Stick to Real" campaign to position its beef jerky and meat snacks as a straightforward, down-to-earth snacking choice. The creative contrasts clean ingredients and simple satisfaction with over-the-top social and dining experiences, featuring an anthropomorphized blue bull mascot in ads and OOH billboards. The campaign runs through year-end and includes a Hulu "Get Real" partnership and Los Angeles Dodgers sponsorship. Archer completed a rebrand with a simplified name, refreshed packaging, and expanded manufacturing and product lines to meet rising demand following significant year-over-year sales growth.
"Stick to Real" positions Archer, which boasts clean ingredients, as a counterpoint to the "over-the-top, hyper-curated version of reality" consumers encounter in today's world, whether in absurd social media challenges or fine dining experiences where snooty presentation trumps stomach satisfaction. Ads prominently feature Archer's anthropomorphized blue bull mascot as he dishes out meat sticks to hungry partygoers and poses like a model for out-of-home (OOH) billboards.
The campaign, which runs through the end of the year, includes a partnership with streamer Hulu around its "Get Real" reality TV hub and takes advantage of Archer recently signing on as sponsor of the Los Angeles Dodgers, among other media elements. Archer this year has expanded its manufacturing footprint and product line to meet climbing demand for high-protein, healthy snacks.
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