2010 GOLD

RESTAURANTS

WHAT WOULD THE WORLD BE LIKE WITHOUT JACK?

JACK IN THE BOX, JACK IN THE BOX

Terri Graham, 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

HORIZON MEDIA

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

JAC COMMUNICATIONS

Julie Cordua, Founder

APOLLO INTERACTIVE

Lauren Perley, Account Manager

The 15-year old Jack in the Box ad campaign was facing ad awareness decreases and the brand was suffering from a lack of loyalty and differentiation. Social media was changing the way consumers expected to interact with brands and there was some concern as to whether the Jack campaign could survive these changes. We were charged with generating news and buzz around the brand, re-engaging our customer base and communicating that Jack in the Box offers it's entire menu all day. We proved that Jack was still relevant in today's environment and that consumers wanted to participate in our brand. Our loyalty levels are at an all-time high and ad awareness returned to levels of earlier years.