The Drum Awards for Marketing - Extended Deadline

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Date: Mar 2017
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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