CLIENT
Jack in the Box
Terri Graham, Exec. VP-CMO
Greg Joumas, Divisional VP-Mktg. Comm.
Tammy Bailey, Divisional VP-Menu Mktg. & Promotions
AGENCY
Dick Sittig, Founder-Creative Dir.
Joanne O'Brien, Acct. Dir.
Katie Rootlieb, Mgmt. Super.
David Measer, Dir.-Acct. Planning
Cameron Webb, Assoc. Creative Dir.
Leah Dieterich, Assoc. Creative Dir.
Horizon Media, Inc.
Priscilla Hoe
SUMMARY
A small fish in a very big pond, Jack in the Box is a regional player with a fraction of the units and a tiny percentage of the big guys' media spending. In order to launch their new big burger, the Sirloin Burger, they sought to de-position the competitors' big burgers by making light of their quality cue " Angus" and pointing out that it's one letter away from sounding like, well, something else. It was a judo move that both increased the power of the Sirloin message and de-positioned the competition's Angus messages, powering Jack in the Box to their best sales year ever.
