Mischief has been tasked with building brand loyalty among snack company Jack Link’s target Gen Z and millennial audience.

The agency’s brief is to deliver comms across consumer PR, social media and paid social, with the core programme activated in the UK and social content rolled out to key EMEA markets.

In addition, Mischief will collaborate with esports organisation Fnatic​​ to promote its ongoing partnership with Jack Link’s.

“We are thrilled to have the team at Mischief on board to help build brand awareness and consideration for Jack Link’s in the UK and our core EMEA markets,” said Inka Weber, marketing manager (EMEA) at Jack Link’s.

“We were really impressed with the team’s strategic and creative approach to our brief and are looking forward to collaborating together.”

Founded in the US in 1986, Jack Link’s is best known for its eponymous brand of beef jerky. Spider PR previously managed comms for the snack company.

The win is the latest for Mischief under the new management team led by Charlotte Brooks, who became the agency’s managing director in September 2022.

Part of the MHP Group, Mischief reported its most successful year in 2022. Its roster of clients includes LEGO, Just Eat, Three, Nestle, LV= and Ocado.

Brooks said: “We have a lot of Jack Link’s fans in the office – from the fitness fanatics to avid gamers – and are naturally thrilled to be partnering with the brand in 2023.

“We have some exciting plans ahead and we can’t wait to bring our strategic thinking and creativity to Jack Link’s – not just in the PR space, but across social and paid media too.”