Jack in the Box goes to extremes to cure cravings in chain’s latest campaign

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.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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