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.
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.