Jack Link's 'The Greatest Duo,' created by Milestone Integrated in April 2025, introduces a Yeti alongside Sasquatch to launch DUOS, a dual-flavor meat-snack
How Jack Link's Greatest Duo Campaign Brings Sasquatch a New Partner
Jack Link's 'The Greatest Duo' is a fully integrated 360-degree campaign created by Milestone Integrated, launched digitally on April 24, 2025, in the United States, introducing a Yeti character alongside the brand's iconic Sasquatch to promote DUOS, a jerky product that combines two flavors in one bag.
The campaign debuted on the national stage during primetime NFL Draft coverage on April 25, 2025, granting it immediate mass-market visibility at one of the most-watched live events on the American sports calendar. That placement signaled the ambition behind the effort: Jack Link's characterized the campaign internally as a multi-million-dollar investment, according to jacklinks.com, reflecting the weight the brand placed on DUOS as a growth vehicle within the broader meat-snacks category.
In the United States, the campaign carried a dual commercial mandate. On one level it served as a product launch vehicle, introducing DUOS to a snacking public that may not have encountered the dual-flavor format before. On another level it operated as a brand-building exercise, expanding Jack Link's Sasquatch creative universe by giving the solitary wilderness figure a peer — the Yeti — whose presence directly dramatizes the pairing concept at the heart of the product. The storyline frames their unlikely friendship as the living embodiment of what DUOS promises the consumer: two distinct things that are better together.
Milestone Integrated, the Minneapolis-based agency behind the creative, produced a single film asset for the campaign. That creative economy — one hero piece of film content anchoring a fully integrated rollout — reflects the agency's confidence in the strength of the central narrative. The Clapboard Score for 'The Greatest Duo' stands at 63 out of 100, reflecting competent execution of a familiar brand world with moderate creative ambition.
Jack Link's entered 2025 with a clear strategic objective: attract new users into the meat-snacks category rather than simply converting consumers already loyal to jerky. According to jacklinks.com, the DUOS launch was explicitly designed to broaden category participation, a goal that shapes every creative and media decision behind 'The Greatest Duo.'
The strategic logic is grounded in a consumer insight that Gary Westgate, Executive Creative Director at Milestone Integrated, articulated directly. As reported by Little Black Book, Westgate stated the creative platform was designed to 'make people feel it, tapping into a sense of nostalgia and brotherhood.' That framing positions DUOS not merely as a product with two flavors but as an experience that recalls the emotional texture of close companionship — the kind of bond that new snack buyers, not only jerky loyalists, can connect with.
The competitive context in the United States is meaningful. Jack Link's operates in a meat-snacks segment where brands such as Slim Jim and Oberto compete for shelf space and snacking occasions. The dual-flavor format of DUOS represents a product-level differentiator, and the campaign's creative strategy works to make that differentiator emotionally resonant rather than merely functional. Introducing the Yeti as Sasquatch's counterpart is not incidental to this strategy — it is the strategy, embodied in character form.
The meat-snacks market, while subject to varying estimates across research providers, is broadly understood to be a growing segment globally. Polaris Market Research and Market Research Future both track this category across North American markets, with US consumers representing a core demand base. The dual-flavor innovation targets a snacking shopper motivated by variety and novelty, consumer behaviors that bakeryandsnacks.com has identified as persistent drivers of new product development across the broader snacks industry in the United States.
Milestone Integrated built 'The Greatest Duo' around a single film asset, a creative choice that concentrates the campaign's entire emotional and narrative weight into one piece of storytelling. The central creative conceit — Sasquatch encountering and bonding with a Yeti — is both a product metaphor and a character-driven story, and the success of the execution depends on how convincingly that bond registers with an audience.
The creative team at Milestone Integrated responsible for realising that bond is documented by lbbonline.com. Gary Westgate served as Executive Creative Director. Cory Hansen held the role of Creative Director. Brent King contributed as Senior Art Director. Together they inherited a brand world established over more than six years of 'Messin' with Sasquatch' work, as reported by lbbonline.com, and were tasked with evolving it rather than simply repeating it. The shift from Sasquatch as a solitary, mischievous disruptor to Sasquatch as one half of a genuine duo required a tonal recalibration — the character's wildness remains, but it is now shared rather than directed outward at unsuspecting humans.
Milestone Integrated's director selection process for the spot offered a revealing window into the agency's creative culture. As reported by lbbonline.com, the agency's criterion was framed as 'Do we want to hang out with you?' — an instinct-led standard that prioritised personality and collaborative chemistry over a purely technical brief. That approach aligns with the warmth and camaraderie the finished film needed to project.
Holly LaValle, SVP Marketing at Jack Link's, offered a client-side perspective on the creative partnership. According to jacklinks.com, LaValle stated that 'Milestone understands our brand DNA and helped turn that ambition into something unforgettable,' a sentiment published on April 30, 2025, that frames the campaign as the product of deep institutional knowledge rather than a one-off brief.
No verified performance data for 'The Greatest Duo' campaign is publicly available at the time of this analysis. Sales figures for DUOS, media reach metrics, and post-campaign brand-tracking results have not been disclosed by Jack Link's or Milestone Integrated in any publicly accessible source. What can be assessed is the structural effectiveness of the campaign's design choices.
The decision to premiere the film during primetime NFL Draft coverage on April 25, 2025, in the United States — as documented by jacklinks.com — placed the creative in front of a large, engaged, predominantly male audience with a well-established appetite for snack-category advertising. That context is not incidental; it represents the kind of appointment-viewing environment where a visually distinctive character-led narrative, as opposed to a product-demonstration spot, has room to register emotionally.
The campaign's integrated structure, spanning digital launch followed by broadcast premiere, reflects a sequenced media approach designed to generate awareness first among digitally active audiences and then scale that awareness into mass reach. This architecture is a hallmark of campaigns built for category expansion rather than conversion of existing buyers, which aligns precisely with Jack Link's stated intention for DUOS, per jacklinks.com and fooddive.com.
The Clapboard Score of 63 out of 100 reflects a campaign that executes its brief with competence and brand fidelity. The nostalgia-and-brotherhood creative platform is emotionally coherent, and the Yeti introduction is a purposeful narrative device. What the score also signals is that the creative does not substantially exceed the expectations set by the existing Sasquatch brand world — it extends the platform credibly without dramatically redefining it.
'The Greatest Duo' is a 2025 campaign by Milestone Integrated promoting Jack Link's DUOS, a jerky product combining two flavors in one bag. The film introduces a Yeti as Sasquatch's new companion, using their unlikely friendship to dramatize the dual-flavor product concept and attract new consumers to the meat-snacks category in the United States.
'The Greatest Duo' launched digitally on April 24, 2025, in the United States, according to jacklinks.com. Its broadcast debut followed on April 25, 2025, during primetime NFL Draft coverage, giving the campaign immediate mass-market exposure across one of the most-watched live television events on the American sports calendar that spring.
Milestone Integrated created 'The Greatest Duo' for Jack Link's. The creative team included Gary Westgate as Executive Creative Director, Cory Hansen as Creative Director, and Brent King as Senior Art Director, as reported by lbbonline.com. Holly LaValle, SVP Marketing at Jack Link's, oversaw the brand side of the campaign partnership.
Milestone Integrated designed the Sasquatch-and-Yeti pairing to embody the DUOS product concept in character form. Executive Creative Director Gary Westgate stated the platform aimed to tap into nostalgia and brotherhood, per lbbonline.com. Sasquatch's shift from solitary disruptor to one half of a genuine duo mirrors the dual-flavor promise of the product itself.
Jack Link's 'The Greatest Duo' receives a Clapboard Score of 63 out of 100. The score reflects competent, brand-faithful execution of the established Sasquatch creative world, with the Yeti introduction representing a purposeful narrative evolution. The campaign meets its brief credibly without substantially redefining the brand platform it extends.
Jack Link's 'Messin' with Sasquatch' platform ran for more than six years before 'The Greatest Duo,' as reported by lbbonline.com. The 2025 campaign is a product-led extension rather than a simple continuation, shifting Sasquatch from a solitary mischief-maker into one half of a companionship-driven duo to launch the DUOS dual-flavor product in the United States.
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