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Creative Creative Works Ad of the Day

Ad of the Day: Jack in the Box releases first Halloween horror flick, ‘Feeding Time’

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By Audrey Kemp, LA Reporter

October 13, 2023 | 4 min read

Premiering on Friday, October 13, the short haunts consumers with spooky visions of Jack in the Box’s ‘Monster Tacos’ and ‘Angry Monster Tacos.’

jack in the box campaign

Jack Box listens to Len in the short / Credit: Jack in the Box

An ominous short released today, Friday, October 13, leaves consumers questioning whether Jack Box is offering them a trick or a treat at his fast-food establishment.

For spooky season, Jack in the Box released its first-ever horror short entitled ‘Feeding Time.’ The spot opens with a trio of unruly teenagers stealing candy from two children. While walking off with their bounty, they notice a suspicious food truck peddling “Free Angry Monster Tacos.” When one of the teenagers musters up the courage to approach the vehicle, a Cthulhu-like monster drags him under.

Meanwhile, the brand’s spokes-CEO embarks on a night ride blasting Len’s 90s classic, Steal My Sunshine. When he notices the vicious vehicle, he speeds off.

Not only is short’s plot terrifying, but it also announces the return of Jack’s seasonal Monster Tacos and the launch of its new Angry Monster Tacos.

While watching the short, viewers should keep their eyes peeled for a hidden code, which will grant the first 1,000 Jack Pack app members to get two free Monster Tacos or Angry Monster tacos with purchase.

But the horror does not stop there. The brand will be driving the Angry Monster Truck on the streets of Los Angeles on Saturday October 21. Consumers will also have the opportunity to rent the truck for their own Halloween party via Resy reservations beginning on October 24.

The campaign was ideated and developed with creative agency TBWA\Chiat\Day LA. The production gave the writers (and crew) a creative outlet during the WGA Writers Strike.

“This is different – and a first – in that it is downright unnerving, genre-inspired content from a brand that’s tonal wheelhouse has always been humor,” commented TBWA\Chiat\Day LA creative director Jeff O’Keefe.

“The name of the new Halloween [limited-time offer] product we’re spotlighting with this campaign is Angry Monster Tacos. The name was a gift, providing a natural jumping-off point to explore a monstrous presence in our advertising and to have some fun with the bulletproof, time-honored cachet of monsters in popular culture and entertainment.”

The horror short will run on Jack in the Box’s YouTube channel and other social channels.

In addition to the eight-minute horror short, the campaign includes 30-second spots, running exclusively during the Huluween streaming celebration, as well as 15-second spots running across linear, sports TV, premium streaming and digital partners comprising Hulu, YouTube, Paramount and Twitch.

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