Country Archer Provisions (formerly known as Country Archer Jerky Co.), a producer of real ingredient, grass-fed jerky and meat sticks, is “Calling All Grassholes” with the launch of the brand’s first national campaign that humorously engages viewers, and provokes them to learn more about their food and the grass-fed beef difference, a characteristic that sets the brand apart. With conventional meat snacks commonly made from processed ingredients like hydrolyzed corn protein and mechanically separated chicken, Country Archer crafts real food with clean labels you can pronounce. Launching June 21 across YouTube and other digital platforms, “Calling All Grassholes” aims to inspire a wave of snackers who are increasingly more aware of the impact their food choices have not only on themselves, but their families and the world around them.
Country Archer coined the comedic term “Grasshole” to describe people who demand more from their meat snacks – and wear it as a badge of honor. The brand sought to create an amusing rallying call that was a bit shocking and create a sense of pride for those who have higher standards for their snacks, while driving attention for the benefits of cleaner ingredients and the grass-fed beef difference.