KRAVE® Jerky Launches First National Integrated Campaign To "KRAVE® Better" With Star-Studded Team

Health Guru Jillian Michaels, Pro-footballer Vernon Davis and Elite Runner Meb Keflezighi Join Together to Inspire Consumers To KRAVE® Better

Jan 13, 2016, 13:30 ET from KRAVE

SONOMA, Calif., Jan. 13, 2016  /PRNewswire/ -- KRAVE®, the brand known for leading the jerky renaissance with premium snack upgrades, announces the KRAVE® Better campaign, encouraging consumers to make better choices in life every day. The new campaign will feature Team KRAVE®, including America's favorite health and wellness expert Jillian Michaels, all-pro tight end Vernon Davis and Boston Marathon Champion Meb Keflezighi, inspiring others to become their best selves by expecting more and accepting no compromises.

The KRAVE® Better campaign is about demanding more from life, and insisting on both nutrition and taste in the food we use to fuel it. Based on the insight that consumers are tired of accepting the compromises they make, and that it's this fatigue that encourages them to make resolutions, go on diets, and read self-help books each January, the campaign supports them in their quest to KRAVE® Better in all aspects of their lives. Through videos and other branded content illustrating their personal stories of perseverance, Jillian Michaels, Vernon Davis, and Meb Keflezighi will show how their refusal to settle has not only helped them pursue their dreams, but given them personal satisfaction, as well.

"The KRAVE® Better campaign speaks to our philosophy that the snacks you eat should never compromise in quality or ingredients, taste or nutrition," explains KRAVE® Vice President of Marketing, Rusti Porter. "We have partnered with these Team KRAVE® athletes to inspire our consumers to demand more from themselves and reach their potential with the KRAVE® Better campaign."

As part of the campaign, consumers will have a chance to win one of three experiences with a member of Team KRAVE® by simply sharing a photo and short description on Facebook, Twitter and Instagram using #KRAVEBetterContest explaining why and/or how they KRAVE® Better. Each participant will have a chance to win one of three unbelievable prizes: a personalized workout with Jillian Michaels, an unexpected day with Vernon Davis, or a run alongside Meb Keflezighi. The campaign will also be activated via in-store point of purchase displays at major retailers, print and digital buys in national active lifestyle and health & wellness publications, ongoing social media content from our Team KRAVE members, and spots with Jillian Michaels on Pandora radio's workout channels.

"KRAVE® Better is about never overlooking a day or postponing what you can do today until tomorrow," says Team KRAVE® member, Jillian Michaels. "We are excited to share our stories and to see the incredible ways in which our fans seek to enhance their lives by choosing to KRAVE® Better."

To watch Team KRAVE® personal stories and get additional information on KRAVE® and the contest, please visit or

NO PURCHASE NECESSARY TO ENTER OR WIN. PURCHASE WILL NOT INCREASE YOUR CHANCE OF WINNING. Open only to legal U.S. residents residing in the 50 United States and the District of Columbia, 21 years of age or older at time of entry. 

Void in Puerto Rico and where prohibited. Contest begins at 12:00:00 p.m. PST on 1/1/16 and ends at 2:59:59 p.m. PST on 3/31/16. Subject to full Official Rules available at Sponsor: KRAVE Pure Foods, Inc., 117 W Napa Street, Suite C, Sonoma, CA 95476.

About KRAVE Pure Foods, Inc.
From the celebrated vineyards, coveted micro-climates and renowned gourmet outposts of California wine country comes, of all things, KRAVE®. Founded in 2009, KRAVE® is a leading producer of artisanal jerky, located in Sonoma, CA. A cut above the old, leathery, chemically processed products, KRAVE® represents a jerky renaissance, providing an all-natural, gluten-free snack that is both nutritious and flavorful, made using only all natural, high-quality ingredients and a proprietary process that produces a signature moist and tender texture. Ranging from sweet and tangy to savory and spicy, KRAVE®'s innovative flavor profiles will appeal to the everyday jerky lovers and to the discerning palates of today's food-savvy, health conscious gourmands. KRAVE® is now part of The Hershey Company after its acquisition in 2015 and continues to be headquartered in Sonoma. For more information on KRAVE®, please visit and following KRAVE® on, and