Archer, a leading clean-ingredient meat snack brand, is launching its first national brand campaign, “Stick to Real.” In a world that feels increasingly absurd—from overdone dinner parties to unconventional social media challenges—the campaign positions Archer as a grounding force with a cheeky reminder to stay rooted in what is real.
Running through the end of the year, the campaign leans into bold, tongue-in-cheek creative that turns life moments up to the extreme. In one spot, hungry guests at a dinner party are kept waiting by a chef with comically over-the-top techniques.
Archer’s iconic blue bull steps off the package and into the scene at the height of the chaos, offering a simple fix to keep everyone grounded: meat snacks, naturally. The work underscores Archer’s commitment to high-quality, real ingredients across its portfolio of 100 percent grass-fed and grass-finished meat sticks and jerky. Watch below:
“There are not many brands that would instantly say yes to bringing a large blue bull to life, but that is why we loved partnering with Archer on ‘Stick to Real,’” said Sean DallasKidd, Chief Creative Officer and partner at Demonstrate, the agency behind the campaign. “The world is full of filters, fads, and food you cannot pronounce. ‘Stick to Real’ reminds people Archer is about real food for real life.”
“With ‘Stick to Real,’ we are playing off the absurdity of modern life—the hyper-curated version of reality we are all bombarded with—and contrasting it with what people actually want: something real,” added Andrew Thomas, VP of Marketing at Archer Meat Snacks. “Simple, high-quality ingredients still matter, and that is what Archer has always delivered. As we continue to grow in the meat snack space, this campaign is our moment to show the world what we are really made of.”
The 360-degree plan spans out-of-home, digital, influencer content, and a CTV flight that includes a partnership with Hulu’s Get Real programming hub, home to reality franchises such as The Secret Lives of Mormon Wives and The Kardashians.
Archer creative will run alongside Hulu’s most talked-about reality properties. Billboards will appear in high-traffic corridors across Los Angeles, Chicago, Austin, and additional markets, with digital placements running on Meta, TikTok, YouTube, Google, and Instacart. As the official meat snack partner of the Los Angeles Dodgers, Archer will also air across Spectrum SportsNet LA.
“Stick to Real” follows a series of milestones for Archer, including a bold brand refresh, the announcement of a new Los Angeles manufacturing facility that will create 200 local jobs, and a Los Angeles Dodgers sponsorship.
The campaign arrives on the heels of a historic growth period, with 90 percent year-over-year sales growth outpacing the category’s 5.8 percent growth. Additionally, 187.4 percent dollar sales growth contributed to a 29.4 percent lift in the meat stick segment, based on recent sales data.
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