Jack Link’s has officially revealed the mystery behind its “record-breaking” W.T.F?! (What’s. The. Flavour.?!) promotion, created in partnership with content creator MrBeast.

Marking MrBeast’s first-ever partnership with a consumer packaged goods company, the collaboration saw the launch of ‘secretly flavoured’ products. Following four months of “curiosity” and “hundreds of thousands” of flavour guesses across Australia and New Zealand, the flavours of the limited-edition range have now been unveiled:

• With a “bold chaotic street style” flavour, ‘yellow jerky’ is Loco Taco’d. 
• “Rich, warm, buttery and totally snackable”, ‘pink jerky’ is Butter Tikka’d.
• “Stacked and dialled up for a punchy, snackable hit”, twin sticks is Loaded Burger’d. 

Since launching in January this year in supermarkets, petrol and convenience and other independent retailers, the campaign is said to have become one of the biggest consumer activations ever seen in the category across Australia and NZ. Hundreds of thousands of fans scanned, entered and guessed their way through the competition, engaging with a connected digital experience that brought the Jack Link’s brand “to life in new and unexpected ways”.

Three winners have now been drawn and will take part in a “Beast-sized” activation on 30 May where each will have the chance to win $1,000,000. 

Jack Link’s Marketing Director APAC Dan Bitti says after months of mystery, now is finally the time to meet the flavours behind the beast’s beef snacking drop.  

“This campaign has exceeded every expectation. From the scale of participation to the energy and excitement from fans, it’s clear we’ve created something truly special,” he says. 

“Revealing the flavours is just the beginning – now all eyes are on 30 May.”