How a small brand found its moment
Not long ago, Archer was just another name on the shelf in a crowded snack aisle. Founded in 2011, the company had a simple idea: better ingredients, better taste, and none of the fillers that made so many snack foods feel artificial. That kind of promise can get you noticed, but it doesn’t always guarantee growth. For years, they quietly built a loyal following. Then something shifted.
In the last year, sales jumped an eye-popping 90%. That kind of surge doesn’t happen by accident. It’s the result of timing, smart decisions, and a bold move into national advertising with a campaign called Stick to Real. Instead of chasing gimmicks, Archer leaned into a message that feels both refreshing and relatable. And it’s working.
Turning authenticity into a selling point
At the heart of this campaign and marketing strategy is a simple idea: people are craving honesty. Archer pokes fun at the “over-the-top” world we live in, from over-styled social media trends to restaurants that put presentation ahead of flavor. The ads remind people that sometimes all you need is something real, and that’s where their meat snacks come in.
It’s clever because it doesn’t just sell a product; it taps into a feeling. Consumers today want food they can trust, made with ingredients that feel straightforward. By leaning into that truth, Archer turned what could have been just another marketing push into a brand statement. For small businesses, that’s a lesson worth remembering: clarity beats noise.
Choosing partnerships that matter
One of the smartest moves in this campaign is how carefully Archer chose its partners. Instead of spreading ads everywhere, they looked for places where the “real vs. unreal” theme would hit hardest. Partnering with Hulu’s “Get Real” hub meant showing up during reality TV programming, a perfect backdrop for their message.
Then there’s sports. Archer became the official meat snack sponsor of the Los Angeles Dodgers, a move that makes perfect sense. Ballparks, family gatherings, and sports fans already connect with simple, protein-packed meat snacks. By showing up in that space, Archer reinforced its identity in a way that felt natural.
For entrepreneurs, the takeaway is clear: you don’t have to be everywhere. Choose the stages where your message will resonate the most, and let those partnerships carry your story further.
Growth without losing your edge
Scaling can sometimes dilute a brand’s personality. But Archer has managed to keep its playful spirit alive, even as it expanded with new packaging, a second manufacturing facility, and hundreds of new jobs. The blue bull mascot, a central figure in this campaign, shows up in ads with a mix of humor and charm. Out-of-home billboards, painted in bold colors and simple taglines, echo the same down-to-earth style.
It’s a reminder that growth doesn’t mean becoming generic. In fact, doubling down on personality is what keeps a brand memorable. Whether you’re selling clothes, tech tools, or meat snacks, customers stick around when they feel that your identity hasn’t been lost along the way.
What entrepreneurs can learn
Archer’s rise isn’t just about meat snacks; it’s about strategy. Their 90% sales growth shows what happens when you refresh your look, lean into authenticity, and invest in the right channels at the right time. For entrepreneurs and marketers, a few lessons stand out:
- Refresh with intent: A rebrand should do more than look pretty; it should reflect where your customers are today.
- Pick your stage wisely: Don’t chase every trend. Find the spaces where your brand feels at home and show up consistently.
- Keep your soul intact: As you grow, hold on to the values and quirks that made people fall in love with your business in the first place.
The success of Archer’s campaign proves that people connect with brands that feel grounded. In a world that can often feel staged and curated, being real is a powerful differentiator. And whether you’re running a start-up or managing a growing company, that’s a strategy worth sticking to.
FAQs
Q1: Why do some brands focus on reality TV partnerships?
Because it puts their message where people already spend time and sparks natural conversations.
Q2: How can small businesses use influencer content without big budgets?
By working with micro-influencers who genuinely love the product, it feels more real and relatable.
Q3: What’s the benefit of out-of-home ads today?
They stand out in a crowded digital world and give people something memorable to connect with offline.