Eat Like An Alpha

Socrates had Plato. Batman had Robin. Crockett had Tubbs. History has proven time and time again that every Alpha has a Sidekick. And chances are, you’ve got one too. Unless of course – you’re the sidekick. How can you tell? Well, in order to be the Alpha, you’ve got to act like one. And that means eating a lot of Oberto Beef Jerky. This campaign explores the timeless dynamic that exists between dominant males and the friends who want to be just like them.

"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. Guys could tag friends as their "Sidekick" in Facebook photos, create "To-do" lists and email them to their right-hand man, and send them links to ridiculous sites, where, if they clicked on the URL, they were redirected to our site where they were reminded to eat more Oberto. We also created e-cards for Alphas to send to their little buddy. 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/Sidekick dynamic, we created a subsidiary brand called "Trusty" and created an online store where Alphas could order gifts for their Sidekick. These included t-shirts, hats,  jerky-scented cologne, shotgun/passenger seat covers and a one-of-a-kind Suzuki Sidekick.