Why Ad Campaign ”Wear-Out” Is Killing Your Brand Growth

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Andrew Thomas, VP of Marketing at Archer Meat Snacks. Andrew shares how Archer Meat Snacks, the fifth largest meat snack brand in the nation, is disrupting the category dominated by legacy players like Jack Link's and Slim Jim. Through bold rebranding, strategic color psychology, and a deep understanding of consumer segmentation, Archer Meat Snacks is driving category growth alongside Chomps as the only two brands capturing the "better-for-you" consumer trend. Andrew reveals the tactical playbook behind their transformation from a commercially-focused business to a brand-driven powerhouse, including their upcoming national advertising campaign designed to punch above their weight class against competitors with significantly larger marketing budgets.

Topics Discussed:

•  Strategic brand positioning in legacy-dominated categories

•  Rebranding methodology from consumer insights to execution

•  Color psychology and visual differentiation in CPG

•  Consumer segmentation strategy for category disruption

•  Marketing team structure and resource allocation for growth-stage brands

•  AI's impact on creative production and marketing efficiency

•  Risk-taking philosophy in conservative industries

• Agency selection and creative brief development

• The myth of ad campaign wear-out and mental availability