Citizen Relations and Jack Link's Forge New Partnership in Canada

Jack Link’s, an iconic brand in the protein snack category, has selected Citizen Relations as its strategic partner to elevate brand engagement across Canada for 2025. With a fully integrated approach that leverages the agency’s strategic experiential, digital and PR leadership, Citizen is set to drive significant momentum for the brand, crafting immersive experiences that resonate with Canadian consumers from coast-to-coast.

"We were looking for a partner that understood what our brand needs and could deliver multi-faceted strategic marketing solutions," said Sheila Solby, marketing director at Jack Link’s in Canada. "The Citizen team and their experts across experiential, digital and PR, came together as one and went beyond the ask - thinking of bold and disruptive ways to amplify our brand across channels and platforms.”

With this partnership, the agency will use an integrated strategy to position Jack Link’s as the top choice of protein fuel for Canadians. The partnership’s experiential marketing activations will focus on product sampling and digital extensions to drive consumer action, bolstered by key influencer marketing support. The partnership has kicked off with an exciting national consumer engagement campaign set for May, guerilla sampling for National Jerky Day in June and activations at Calgary Stampede in July. These programs are designed to help Canadians Feed their Wild Side, sparking adventure and bold flavour experiences across the country.

Jack Link’s is leveraging Citizen’s expertise in digital solutions to power the full consumer journey experience. Citizen Digital will lead the owned and operated strategy for Jack Link’s digital channels, including a 360 social media strategy and website support, with the primary objective of connecting brand awareness through performance.

"Citizen Relations is thrilled to partner with Jack Link’s and ignite this iconic brand’s presence in the Canadian market," said Jenn Ramsay, SVP, experiential at Citizen Relations. "We believe in creating impactful experiences beyond the ordinary and we’ve already hit the ground running.”

Most recently, Citizen has been named the PR AOR for Nature’s Path North America and PR AOR for Nespresso Canada. The agency has also won several accolades in recent years, including Strategy’s PR Agency of the Year - Silver and Campaign’s Global PR Agency of Year - Bronze titles.