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In a brand new campaign directed by Fatal Farm of Neighborhood Watch, Slim Jim is once again breaking ground in the snack space by evolving the iconic "Snap into a Slim Jim" campaign with a bold, modern twist that speaks directly to today's overstimulated, always-on culture.
In the 90s, Slim Jim's signature snap was about escaping boredom. But today's consumers face the opposite problem, we’re chronically online, constantly overstimulated, and drowning in performative expectations. Slim Jim's new Ready to Snap campaign evolves the meaning of that famous snap, giving people permission to snap back at modern-day absurdities.
The campaign introduces a new "character" to the brand, a disembodied punch that bursts through screens and furniture to offer people a Slim Jim at the moment they're ready to break. It's unmistakably Slim Jim, with the punching yellow fist and "Ready to Snap" tagline becoming the brand's new visual signature moving forward.
Credits
View on-
- Production Company Neighborhood Watch
- Director Fatal Farm
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Credits
View on- Production Company Neighborhood Watch
- Director Fatal Farm
- Executive Producer Dal Wolf
- Executive Producer Traci Carlson
- Executive Producer Richard Peete
- Production Co Habitant
- Executive Producer Gleny Valiente
- Executive Producer Paula Dominguez
- Producer Alejandro Aguiar
- Head of Production Elizabeth Tapia
- Production Designer Roberta Floyd
- DP Tom Banks
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Production Company Neighborhood Watch
- Director Fatal Farm
- Executive Producer Dal Wolf
- Executive Producer Traci Carlson
- Executive Producer Richard Peete
- Production Co Habitant
- Executive Producer Gleny Valiente
- Executive Producer Paula Dominguez
- Producer Alejandro Aguiar
- Head of Production Elizabeth Tapia
- Production Designer Roberta Floyd
- DP Tom Banks
Ashley Spade, VP/GM Snacks, Conagra Brands said: “Slim Jim is more than just an incredible tasting meat stick—it’s an attitude. A snack for people who know who they are and what they like. Our new “Ready to Snap” campaign highlights that confident, rebellious, Slim Jim swagger. In a world with a lot of pretense and annoying distraction, Slim Jim snackers aren’t buying into the B.S.—They’re snapping into a Slim Jim instead!”
Mark Gross, Co-Founder, Co-Chief Creative Officer, Highdive added: "The original 'Snap into a Slim Jim' was lightning in a bottle—bold, disruptive, and unforgettable. Our challenge was to evolve that iconic idea for a generation that's drowning in notifications, expectations, and performative content. The yellow fist breaking through became the perfect visual metaphor: Slim Jim literally punching through the noise to give people permission to snap back. It's the same unapologetic energy, just aimed at a very different cultural moment."
Fatal Farm adds: “We were immediately drawn to the idea of an emoji-like distillation of the Slim Jim yellow fist and wanted to embrace the artifice of it punching through common nuisances. Slim Jim, as a brand, is known for its aggressive stance on snacking, but these specific scenarios are more rooted in everyday life and needed a slightly more mature visual language while still keeping true to Slim Jim’s yell-y/scream-y heritage. Working with Highdive was incredibly collaborative and super fun as we tweaked the look and feel of the campaign. And now that we know how to properly snap into a Slim Jim, we can show our families at Thanksgiving. Thank you, Highdive and Slim Jim!"
