LAS VEGAS — Matthew Ammirati has joined Lucky Jack Organic Coffee Co. as co-chief executive officer. Mr. Ammirati will work in tandem with current c.e.o. Giancarlo Chersich. Together, Mr. Ammirati and Mr. Chersich are expected to lead Lucky Jack as the brand expands and enters new distribution opportunities.
The change in leadership structure comes a few months after fitness celebrity Jillian Michaels took a controlling interest in Lucky Jack.
In addition to being named co-c.e.o., Mr. Ammirati has invested in Lucky Jack. Previously, he was creative chairman of digital marketing agency Resource/Ammirati. Before the partnership with Resource in 2014, he was founder and president of creative agency Ammirati, where he created multifaceted campaigns for clients in the food and beverage space, including Sweet ‘N Low, Powerade, vitaminWater and Pirate’s Booty snack food.
“I look forward to utilizing my experience in brand building, technology and product innovation to grow this upscale ready-to-drink coffee brand into a leader in the cold-brew category,” Mr. Ammirati said. “My skills are complementary to Giancarlo’s and Jillian’s, and we are working with one of the top coffee brewmasters in the world. I have no doubt that this venture can only be a recipe for success.”Lucky Jack is available in six flavors: Old School, Double Black, Sweet Thing, Lean Beam, Mary Jane and Slow Brew (coffee concentrate). It is currently available in select Whole Foods locations, all Sprouts Farmers Markets and various natural food stores and will soon announce new channels of distribution.