2010 BRONZE

RESTAURANTS

MINI COWBOYS-INNOVATION IN THE FACE OF DISCOUNTING

JACK IN THE BOX, JACK IN THE BOX

Terri Graham, SVP & Chief Marketing Officer
Andrea Shuff, Manager Creative Development
Patti Foley, Director Media & Merchandising

SECRET WEAPON MARKETING

Joanne O'Brien, Group Account Director
Jed Firestone, Assistant Account Executive

LA AGENCIA DE ORCI & ASSOCIATES

Robert Santiago, Director Client Services

HORIZON MEDIA

Barbara Thompson, SVP Managing Director
Michaela Krams, Brand Group Director
James Fujii, Brand Planning Director

APOLLO INTERACTIVE

Lauren Perley, Account Manager

As the economy turned on the fast food industry in 2009 competitors reacted with a rash of discounting. Jack in the Box challenged us to fight back to increase same store sales and loyalty with innovation instead of discounting. We capitalized on the 'smaller' trend and took advantage of the strong equity Jack in the Box had in Sirloin by introducing the Mini Sirloin Burger. Mini cowboys herding mini cattle helped Jack sing the Yippie Yi Yay Mini Sirloin Burgers song around the campfire to set off a YouTube frenzy and increase Jack in the Box sales at a time when positive sales numbers were all but impossible.