kattyflower.com
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Jack Box’s son takes the brand out of the box,
and into the future.
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Project Overview
The west coast fast food chain Jack in the Box has hired our agency for a creative refresh, focused on their mascot Jack Box. The goal was to modernize the mascot and make it appropriate for a younger audience. A new marketing approach was required to position Jack as the “founder and CEO” who shapes cultural conversations and has a distinct point of view.
Jack Box transformation into a new cultural icon should be the core of our marketing campaign that will boost the brand image, increase the sales of Jack in the Box products in the western and southern regions of the US, and help them expand to new regional markets.
Our task is to create new strategies and creatives to move the brand into a new era while staying loyal to Jack in the Box Inc. core values: diversity at all levels and inclusion in a culturally sensitive environment.
Creative Strategy
After thorough research on the existing market conditions, social environment and competitor landscape, we decided to focus on Gen Z as our main target group. The creative challenge was to make the chain's old mascot, who had an image of the cliche corporate CEO from the 90s, appealing to the selected audience.
As much as we wanted to stay true to the brand’s reputation, we planned to move the brand forward through the story. We decided that Jack Box doesn’t need to be reinvented, he needs to be replaced. His son from the brand's existing narrative would take over the business and carry his values with him, giving us a logical way to start repositioning the brand to resonate with a younger audience. And he would push these ideas into the public with the tagline Out of the Box, and into the future.
Jack Jr, or Jackie, is the new CEO of Jack in the Box. Jackie is 25 years old, and he holds most of the GenZ values. He will keep the diversity, transparency and full commitment his father started, but will slowly roll out changes to the menu and larger value-driven initiatives.
Communication Tactics
Twitch Drive-through
Jackie Box will reinvent the drive through by making it possible to order delivery from Twitch, the video game streaming service.
Carbon Offset for Deliveries
Jack in the Box will calculate carbon emissions from delivery drivers and pay to offset it via 3Degrees
Store sign changes
Temporary store sign change to Jack Out of the Box to reinforce the future direction of the brand.
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