A TASTE OF JACK
During my time leading the Jack in the Box account, we transformed the 70 year old QSR brand wanting to gain relevance amongst an increasingly younger pop culture savvy audience, into the fastest growing QSR brand in the nation. We leveraged design, fashion, gaming, influencers and emerging new media to speak their language.
TV, Branding, Content, Activations
423%+
Brand engagement increase
PLANT-BASED JACK
We turned Jack into a topiary to promote his plant-based chicken sandwich.
“Go Long”
“Ghosted”
HUNGRY EYES
When you lay eyes on Jack’s Mini Munchies, those eyes get hungry.
“Eye Want Some”
“Eyes On The Prize”
JACK x BACH
We enlisted TikTok and IG star King Bach to launch Jack’s Spicy Tiny Tacos and Cluck Sandwich.
“Sweat”
“Miniatures”
“Face”
“Don’t Tell Me”
24/7 BREAKFAST
You can sleep through a lot of stuff, but it’s impossible to sleep through Jack’s 24/7 Breakfast.
“Hundred Year Comet”
“Big Game”
TiNY TACOS
Jack’s Tiny Tacos call for a Big launch.
MONSTER TACOS
We revived Jack's Monster Tacos from the grave with TRICK OR FEAST, a haunted experience held inside Columbia Mills — a haunted textile factory. In order to feast, influencers had to escape by unlock the missing ingredient by solving riddles and uncovering clues. Some lost their appetite after a night full of jump scares and creepy clowns.
JACK’S BOWLS
It takes some serious you-know-what for a burger joint known for its tacos to sell teriyaki bowls. Record sales and 2 billion earned media impressions later, safe to say we did our job. Oh, and Kathy Lee Gifford thought it was funny.
“Jack’s Bowls”
TODAY with Kathie Lee & Hoda