| Sinopsis | • Jack Box has always been fast food’s most unruly CEO, but now he’s squaring up to competitors with the launch of “So Munch More,” a debut creative brand platform that highlights Jack in the Box’s defining superpower: munch-worthy variety. • Having successfully reestablished Jack’s notorious, “CEO of the people” persona since the brand’s return to TBWA\Chiat\Day LA in 2022, the creative agency had been looking for a fresh, consistent way to articulate the brand's key advantage and differentiator. “So Munch More” also nods (and winks) to its legacy as a pioneer in late night, satisfying munchies of all kinds. • The majority of fast-food joints have long conformed to unwritten rules in terms of what items are sold and at what time of day. Customers have paid the price for this lack of imagination, forced to settle for uninspired menus served at limited times. Jack in the Box, long an alternative to the status quo, saw an opportunity to further own customer delight and discovery by centering and elevating the messaging around its variety-packed menu. • “So Munch More” marks an important moment in Jack in the Box’s marketing history, giving Jack Box’s status-quo challenging behavior a powerful new strategic underpinning. • Seeking to upend the perception that variety leads to “option overwhelm,” the brand platform launched in February with a series of comedic spots depicting people unconsciously substituting the word “munch” for “much,” betraying their craving for food from Jack in the Box’s variety-filled menu. Jack appears with the exact item they’re craving as soon as he hears the word “munch,” continuing his mission to give his customers the freedom to indulge their unruly side. o Continuing through April, the 360-degree campaign will also tap numerous influencer partners to make verbal “munch slips” happen in the vein of the TV campaign, including Alex Cooper, the star of the hit podcast Call Her Daddy, Hot Ones Versus featuring Grammy winning guests, and bilingual digital media partner Mitu. They’ll expand the reach of the campaign via integrated and customized product segments on air. o The campaign will continue to evolve into the summer, as Jack announces a dynamic, new late night celebrity partnership following on the heels of his recent team-ups with fellow West Coast cultural icons Snoop Dogg and Ice Cube. Created in partnership with creative agency TBWA\Chiat\Day LA, “So Munch More” will guide the total brand experience across integrated touchpoints, bringing consumers into Jack’s world and giving ownership to all Jack has to offer. |
