Case: Promoting Beef Jerky as a Healthy Snack - Tom Jones Beef Jerky is a naturally high in protein and low in fat, calories, and carbs that make it an ideal snack for active, health-conscious individuals. The only problem is that consumer research shows that many have the perception that jerky is unhealthy. The company wants to change this perception and to increase sales to men and women, aged 18 to 34, who actively exercise and lead healthy lifestyles. Your public relations firm is hired to (1) create a sticky message around your idea for Tom Jones Beef Jerky (2) increase awareness of Tom Jones' products through sponsoring an event that would appeal to a "work hard and play hard" audience, and (3) generate local print, online, and broadcast coverage. There is no budget (\$0) for advertising. - Design a mini campaign. What is your sticky message? Briefly discuss the 10 step PR campaign process around your idea (focus on 4-10)