It’s not that jerky was anything new—but KRAVE, founded by Jon Sebastiani and hit store shelves in 2011, was among the first to turn this gas station-staple into anything but. The brand has been growing rapidly ever since its purchase by candy giant Hershey back in 2015.
“KRAVE is a pioneering brand that has changed this category and we have a real opportunity to compete for that number one brand position and lead this renaissance,” Sebastiani told FoodNavigator-USA back in 2015.
Launching a national television ad campaign is one indicator of KRAVE’s big jump forward, joining the more traditionally positioned jerky makers Jack Link’s and Oberto on the screens.
“The campaign, featuring our first-ever television ads, is designed to capture the “KRAVE Better” spirit to reach consumers with a message about the brand’s culinary roots and premium ingredients that provide a high-quality source of protein,” Michelle Villarroel, KRAVE marketing director, told FoodNavigator-USA.
“With this new approach, KRAVE aims to reach the active, health-conscious food lover who fuels his or her busy lifestyle with a quick, convenient and better-for-you snack. These healthy foodies are uncompromising when it comes to the quality and unique flavors they demand from their meals, and the same goes for the snacks they choose.”