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Jägermeister’s very popular orange and green logo is recognized by all. Many consumers however lack the brand knowledge to properly identify what Jägermeister really represents. More than drinking shots, the brand stands for uniqueness, mischievous charisma and being bold and daring. During the #BeTheMeister campaign OVRGRND enlisted 17 Canadian Instagram influencers that exemplify these values in their day-to-day lives to educate their audiences on the true meaning of Jägermeister.