Here's How Randy Savage's Slim Jim Catchphrase Was Invented
Randy Savage is a WWE Hall of Famer who actually spent his career wrestling for that brand's predecessor, the WWF, as well as its competitors, WCW and TNA (via WWE). He was also a well-known product pitchman whose trademark catchphrase "Snap into a Slim Jim!" was first spoken by a different wrestler.
It all began with an ad man
According to Tom Leland, a writer and creative consultant with the ad agency that had the Slim Jims account back in the late '80s, one of the things focus groups liked about the product was the "snap" that comes when you bite through the casing (via The Takeout). The agency decided to build an ad campaign that centered more around the experience of eating the snack than the flavor, so Leland and other team members started tossing words back and forth to try to come up with something that would encapsulate that experience. Leland first came up with "snap into it," later expanding the phrase to "snap into a Slim Jim."
