Pulp + Wire Rebrands Wild Willet
by Bill McCool on 07/29/2020 | 2 Minute Read
Looking for a jerky fix since your COVID beef drying experiment turned out as good as your non-existent sourdough starter?
Look no further than Wild Willet. Re-launched earlier this July, Maine's Pulp + Wire was tasked with helping the jerky purveyors rebrand their offerings. The fun, colorful packaging is just the tip of this meaty iceberg, and rather than use the typical steers and bullhorn tropes, they chose to focus on the brand's fruit-packed flavors with illustrations of strawberries, pineapples, and oranges.
"After months in the making, Wild Willett is excited to reintroduce its line of premium grass-fed beef jerky; a sweeter, cleaner alternative made for on-the-go women everywhere. Wild Willett’s jerky recipe combines top-quality beef with fruit-flavored marinades that offer the perfect touch of sweetness.
In 2019, Catherine Nguyen launched Wild Willett as a healthy jerky brand for kids. After discovering that adults and women, in particular, loved these energizing snacks, Nguyen was inspired to shift the brand in a new direction. “While our ultimate goal remained the same—to offer a delicious jerky that’s made with real ingredients—we made a few improvements with active women in mind,” said Nguyen. “We enhanced our recipe, re-sourced our beef, and cut out all added sugar to create an even tastier, better-for-you snack.”
Packed with at least 19 grams of protein per 2-ounce serving, the new Wild Willett jerky is the fuel women need in a flavor they actually want. Each bag of jerky is gluten-free, has no nitrates, nitrites, or preservatives, and has 86% less sodium than leading jerky brands.
Of course, Nguyen never imagined relaunching Wild Willett during a global pandemic. “We couldn’t have fathomed the situation our world would be in when our product was ready to hit the shelves,” she said.
“But, we have to say, it’s a fitting time to launch. Women are doing all the things right now! Between homeschooling and making three meals a day (plus snacks!) for the family, on top of all their regular responsibilities at work and home, we can’t afford to run on empty.”
As Wild Willett is committed to celebrating women and encouraging healthy and active lifestyles, Nguyen believes that making good food choices is an important form of self-care. “What you eat affects how you feel,” said Nguyen. “And if we can help more women feel good right now, that’s a pretty big win.”
- Agency: Pulp + Wire