Ricky Hirsch, founder and CEO of Think Jerky, witnessed an unexpected marketing breakthrough for his meat snack company following a prominent appearance in the documentary "You Can See Everything." Launched in 2015, Think Jerky offers uniquely flavored jerky crafted by skilled chefs, including renowned culinary figure Gale Gand.
Hirsch was alerted to the brand’s cameo when an employee texted him during a film screening where Elizabeth Holmes, founder of the now-defunct Theranos, requested turkey jerky from a prison vending machine. The documentary’s playful reenactment featuring Holmes, played by Amanda Seyfried, showcased Think Jerky’s honey sriracha flavor. The moment significantly impacted the brand’s visibility and sales, with online purchases surging 345% within two weeks and 92% on Amazon.
Hirsch described the scene as a remarkable twist of fate in the world of marketing. In the wake of the film’s release, fans flooded social media and even organized Halloween costumes inspired by the brand, while local businesses expressed interest in collaborations. The marketing moment is especially noteworthy given the company operates on a relatively small scale, with only four employees and no external funding.
Looking ahead, Hirsch plans to capitalize on the newfound attention by participating in events such as the Food & Wine Festival in San Diego and introducing new products. Furthermore, he is considering potential partnerships for future growth, expressing interest in engaging in discussions with investors who align with his vision.
As Think Jerky navigates this unique opportunity, the company is undergoing a website revamp and plans to continue tapping into the viral moment that has propelled its brand into the spotlight.
Why this story matters
- Unexpected marketing exposure can dramatically alter a small business’s trajectory.
Key takeaway
- Think Jerky’s sales skyrocketed after an appearance in a high-profile documentary, demonstrating the power of media.
Opposing viewpoint
- Critics may argue that reliance on viral moments is not a sustainable long-term business strategy.
