Secret Weapon Marketing

Jack in the Box

Jack in the Box

The Problem

In 1993, a food poisoning outbreak traced to a
Jack in the Box restaurant in Seattle resulted in the
deaths of four people. Jack in the Box’s business came to an abrupt halt. After a year and a half of severe discounting and unrelenting bad press, sales had not recovered to pre-crisis levels and earnings were so poor the company came close to bankruptcy.

The Solution

We launched the Jack campaign in 1994. Sales responded immediately, and Jack in the Box has not only recovered, but thrived. So much so, that the campaign continues today and is one of the longest running advertising campaigns in history.

"Therapy" :60s radio

"Radio Communications" :60s Radio

"Detective" :60s Radio

"Conflict" :60s Radio

"Competitor" :60s Radio - Hispanic

"From the Farm" :60s Radio - Hispanic

The “Hang In there Jack” campaign promoted Jack’s long term effort to serve customers anything on the menu, anytime of day. It began with a Super Bowl spot and continued online, allowing fans to interact with the campaign over a few weeks.

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When Jack in the Box started serving Sirloin, we took to college campuses, encouraging people to treat themselves, whether they'd done something to deserve it or not.

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As part of an integrated campaign about Jack's new Sirloin Burger, we did magazine ads positioning it against the competitors' Angus Burgers. Hehe, Angus.

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bowls

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smoothies

People eat fast food after the bar, so we decided to put our ads there. But we didn't want to encourage them to drink and drive, and so the: Drink Responsibly. Eat like crazy; bar-media campaign was born.

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