MINNEAPOLIS — As part of its new marketing campaign, Jack Link’s Protein Snacks will debut a 60-second commercial in Minneapolis and St. Paul, Minn.—the brand’s home media market—during the third quarter of the Super Bowl. This year’s big game being in Minneapolis creates a good opportunity to launch the campaign, according to the brand.

“As the ultimate protein snack, [Minneapolis is] the perfect territory for the brand and this campaign,” said Tom Dixon, Jack Link’s chief marketing officer.

The company’s new “Runnin’ With Sasquatch” marketing campaign also features a series of videos highlighting types of Jack Link’s fans, which will air later in February on cable stations such as ESPN, FX and the Discovery Channel.

Moreover, Jack Link’s will celebrate the big game throughout Minneapolis with eating challenges, snack tastings, football-gear giveaways, photo ops and more. The Jack Link’s 52-Second Challenge, for instance, invites fans via social media to eat a Jack Link’s Beef Stick in 52 seconds. Those who succeed will receive various prizes, bragging rights and a possible shoutout from Clay Matthews, NFL linebacker and Jack Link’s sponsored athlete.

Minong, Wis.-based Jack Link’s offers more than 100 protein snacks in a variety of flavors, sizes and prices, and features brands such as Lorissa’s Kitchen, Matador Jerky, World Kitchens Jerky, Grass Run Farms Meat Snacks, BiFi and Peperami.