To create a print campaign that elevates Krave Jerky as a brand. Jerky has been known to be a typical snack sold in gas stations, it is never considered as a healthy or upscale snack that appeals to wider audience. Until in 2010, when Krave Jerky was introduced, Krave Jerky is made from top cuts of beef, turkey or pork, it even comes in variety of appealing packaging and unique flavors such as Chili Lime and Sweet Chipotle.

Beef Jerky and most collateral brands have always associated eating jerky with red neck machoism. Krave Jerky is breaking that notion. The brand markets itself as the healthier, lighter protein alternative to your usual "chew like a man" jerky. It is the jerky for the more delicate and sophisticated.

To communicate the message that "Krave is the elegant jerky", we have created visuals of ballet dancing animals floating in silk sashes. The whimsy visuals declare that Krave breaking boundaries in the jerky world. It is a jerky that makes you feel light and ready to plié through your daily hustle and bustle.