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Advertising PR Stunts Jack in the Box

Jack in the Box celebrates National Space Day with a fast food constellation


By Kyle O'Brien, Creative Works Editor

May 4, 2018 | 3 min read

You’ll hear plenty of people saying “May the Fourth Be With You” today, possibly to the point of annoyance. But while May 4 is synonymous with Star Wars, it also marks National Space Day.

Jackboxicus Major

Jackboxicus Major

To celebrate the double-day occurrence, fast food restaurant Jack in the Box is making history with what it’s calling “fast food’s first-ever constellation.” Being a promotional opportunity, the constellation is, of course, in the shape of Jack Box’s unmistakable head.

Created by David&Goliath, each star of the constellation is named after one of Jack’s signature food items – like the Classic Buttery Jack star in the hat – so that astronomers, astronauts, space nerds and burger lovers can explore the Jack in the Box menu.

“People who live in markets where Jack in the Box doesn’t have a presence are always commenting on social media about how much they wish there was one near them. So, we decided to bring Jack in the Box to them in a way only Jack can,” said Bobby Pearce, chief creative officer at David&Goliath. “In honor of National Space Day, we registered a constellation of stars in the shape of our fearless leader Jack Box’s head. Each star within the constellation was named after a popular food item. So, if you’re a Jack fan, no matter where you are, you can take comfort in knowing that there’s a collection of stars with names like Seasoned Curly Fries, Egg Rolls and Double Jack watching over you. And who wouldn’t want that?”

D&G linked up with the International Star Registry (ISR) to claim Jack’s place in the cosmos by naming stars that create a constellation in the shape of his head. Each star in the constellation will be included in ISR’s star catalog with their telescopic coordinates and permanently recorded in their published catalog of stars.

Jackboxicus Major will be shared on the brand’s social channels, and you can see a Star Wars-inspired preview video by visiting the chain’s Facebook page. There is even a dedicated Jackboxicus Major website.

This is the second time this year that Jack Box has shot for the stars, though his first was a shot at Martha Stewart in their Super Bowl showdown.

Jack in the Box: Jackboxicus Major by David&Goliath

By Jack in the Box

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Advertising PR Stunts Jack in the Box

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Jack in the Box

Jack in the Box is an American fast-food restaurant chain founded February 21, 1951, by Robert O. Peterson in San Diego, California, where it is headquartered.

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