Mighty Spark Campaign Capitalizes on Meat Snack Growth
Mighty Spark is building on the recent success of the meat snack business, offering consumers a convenient and healthy option with its chicken snack sticks for everything from sports and outdoor activities to back to school.
The brand launched its first national connected TV campaign, bringing its "Astoundingly Delicious Chicken" positioning to audiences through two spots highlighting the convenience, taste and texture of its chicken products.
The company’s "No Compromise" spot highlights the product's ingredients and flavor, while its "Award Ceremony" spot uses humor to celebrate the everyday moments when consumers can reach for the brand's individually packaged chicken snack sticks and mini snack sticks.
The campaign is streaming across platforms including HBO Max, discovery+, Paramount+, HGTV, ABC and Roku, targeting families, health and fitness enthusiasts, better-for-you shoppers and consumers who already purchase meat snacks.
In stores, displays and retail media advertising reinforce Mighty Spark's back-to-school message, positioning its chicken snack sticks as a convenient and appealing option for lunchboxes, backpacks, sports bags and consumers' busy schedules overall.
Mighty Spark is also targeting families and active consumers through a summer sampling campaign produced in partnership with Fastbreak AI. Through its Fastbreak Connect platform, the sports technology company produces brand activations designed to connect consumer brands with athletes and families at sporting events.
The campaign kicked off July 23 at the Major League Pickleball tournament in Northbrook, Illinois. Mighty Spark brand ambassadors were on hand to distribute 4,000 individual chicken snack sticks to players and spectators.
The company's creative appeared on LED screens throughout the venue, and custom video content from the event was shared on social media channels operated by Mighty Spark and Major League Pickleball.
The sampling tour's second stop was at the Desperado Summer Cup youth soccer tournament in Grapevine, Texas, Aug. 7-9, further raising awareness of the brand.
Its final scheduled event is the Virginia Cup soccer tournament in Midlothian and Williamsburg, Virginia, on Sept. 4-6, further engaging with consumers and raising awareness among young athletes and their families.
The campaign was designed to build momentum leading up to National Snack Stick Day on Sept. 23. It coincided with the rollout of the brand's 12-count Chicken Snack Stick Variety Packs into more than 600 Costco locations.
Packs include its original flavor with either its honey jalapeno or teriyaki flavors, depending on location. The rollout marks one of the brand's largest club launches to date.
During the 52 weeks ended July 4, 2026, sales of chicken snack sticks grew 97%, compared with 11.5% growth for the overall meat snack category, according to NielsenIQ. Mighty Spark's sales grew more than 43% during the same period, per a media release.
The company's marketing efforts come amid constrained U.S. cattle supplies and upward trending costs. The U.S. Department of Agriculture's January 2026 forecasts showed potential wholesale beef prices rising 10.6% this year.
"The economics of the meat snack category are changing quickly, creating a significant opportunity for chicken," Andrew Wagner, chief marketing officer of Mighty Spark, said in the news release. "Our Costco expansion, national campaign and sampling program will introduce more families to a snack that delivers bold flavor, quality ingredients and convenient protein at a price that makes sense for everyday occasions."
