Jack in the Box: advert-body-1 by David&Goliath
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Fast-food chain Jack in the Box’s latest campaign features a Crave Van squad that’s willing to go to extreme measures to fulfill the cravings of unsuspecting individuals.
The campaign falls under the chain’s new brand platform, dubbed “You Crave It, We Serve It,” which aims to highlight Jack in the Box’s large menu and 24-hour service.
Iwona Alter, Jack in the Box’s chief marketing officer, said the objective of the campaign is to remind consumers that “no matter what you’re craving, or when your craving strikes, Jack has you covered.”
“Jack in the Box has epitomized variety and choice for consumers throughout its existence, and today is the only restaurant where you can order a taco, an eggroll and an amazing burger in one meal,” she said. “We’re proud to serve our entire menu, all day, every day – and we wanted to bring that message to life.”
The first spot in the campaign promotes an offering from the brand’s late night menu, the Sriracha Curly Fry Burger Munchie Meal. The spot opens with a guy and girl playing a game of ping pong in a basement. When the guy says that he could really go for a spicy burger and curly fries, the Crave Van bursts through the walls of the basement so that the brand's longtime mascot, Jack, can hand-deliver him a Munchie Meal. A second TV spot, launching next month, will promote the chain’s guacamole and bacon chicken sandwich.
Created by David&Goliath, the brand’s latest campaign - which also includes radio, digital, social and out-of-home elements - marks a switch from previous efforts that were more focused around the quality and ingredients of Jack in the Box’s food.
According to David Angelo, founder and chairman of David&Goliath, the new platform is more about showcasing Jack in the Box’s dedication to satisfying cravings.
“The idea came from a brand truth that Jack is the ultimate advocate for his consumers,” Angelo said. “For over two decades, he's gone above and beyond to deliver on people's cravings. And because Jack is a true challenger brand, he always finds the most unexpected ways to deliver on that promise as fast as possible. The Crave Van idea cuts through the sea of sameness and establishes another icon, in addition to Jack himself, to build on.”
Last month, Jack and the Box reported that its same-store sales increased 3.1% during the first quarter of 2017.
Credits
Founder & Chairman: David Angelo
Chief Creative Officer: Bobby Pearce
Executive Creative Director: Steve Yee
Associate Creative Director (art): Sheldon Melvin
Associate Creative Director (copy): Matt Kappler
Associate Creative Director (art): Robert Casillas
Associate Creative Director (copy): Courtney Pulver
Jr. Copywriter: Tim Bayer
Jr. Art Director: JR Morgan
Executive Producer: Karen Jean
Sr. Broadcast Producer: Juliet Diamond
Jr. Producer: Ann Truong
Managing Director: Judson Whigham
Account Director: Richard Henderson
Account Supervisor: Lindsay Brown
Assistant Account Executive: Mollie Norin
Sr. Project Manager: Mark Diaz
Project Coordinator: Maddy Bendetti
Chief Strategy Officer: Wells Davis
Associate Planning Director: Donesh Olyaie
Sr. Social Media Strategist: Natalie Gomez
Planner: Justine Basil
Production: Caviar
Director: Zach Math
Executive Producer: Michael Sagol
Executive Producer: Jasper Thomlinson
Head of Production: Casey Wooden
Producer: Brian Etting
DP: Tim Hudson
B Camera Op: Cameron Gleddening
1st AC: Erik Stapelfeldt
2nd AC: Nathan Cummings
Editorial: Spinach
Editor: Dan Bootzin
Editor: Ben McCambridge
Post Producer: Patricia Gushikuma
Executive Producer: Jonathan Caprio
Finishing: Fell VFX
Executive Producer: Rachel Koch
VFX Supervisor: Russell Fell
Music: Beacon Street Studios
Composers: Beacon Street Studios
Executive Producer: Adrea Lavezzoli
Mix: Margarita Mix
Re-Recording Mixer: Nathan Dubin
Executive Producer: Michele Millard
Executive Producer: Paula Arnett