By The Drum, Editorial

June 6, 2024 | 2 min read

Winning Food and Beverage Gold in The Drum Awards for Marketing Americas is Jack in the Box. Here is the award-winning case study.

Jack in the Box and Snoop Dogg, two California legends, teamed up to create Snoop’s own signature Munchie Meal, highlighting Jack’s undeniable connection to late-night activities. The release of the meal used wink-wink nod-nod messaging, reinforcing Jack as a trailblazer and friend to late-night shenanigans. By leveraging two exclusive interviews — one with Jack in the Box CMO Ryan Ostrom and another with Snoop Dogg himself — and delivering the meal to local broadcast studios, the campaign rollout was seen across social channels and wide-reaching national press coverage.

To close out the campaign with a bang, Jack also created Snoop’s own limited-time location in Inglewood, California, called “Dogg in Tha Box,” featuring an expanded menu of “Snoopiffied” late-night bites, from “Snizzacks and Sidez” to “Bizurgers” like the “D-O-Double-Jack” and “Tasy Mothercluckers” (Jack’s famous chicken sandwiches). Celebrating their revamped late-night menu with the release of the Snoop Munchie Meal, the goal was to remind customers that Jack is the undisputed leader of late-night: Snoop Dogg is the King of The Munchies, and Jack in the Box is the King of the Late-Night Munchie Meal.

This perfectly balanced campaign told the story of the dynamic duo and legends coming together to create a meal with Jack’s style and Snoop’s munchie expertise. The meal itself showcased Jack’s diverse menu — offering everything from giant chicken sandwiches to tiny tacos to baked brownies — while bringing the personality of the brand to consumers nationwide.

Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration, read our Award Winning Case Studies.

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