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2010 GOLD RESTAURANTS
UNITED STATES
Jack in the Box What would the world be like without Jack?
RAN IN: United States
CLIENT
Jack in the Box
Terri Graham, Chief Marketing Officer Andrea Shuff, Manager Creative Development Patti Foley, Director Media & Merchandising
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
SUMMARY
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.
