CLIENT
Jack in the Box
Jennifer Kennedy, Director of Innovation & Social Engagement
Nick Fletcher, Divisional VP Marketing Communications
Andrea Shuff, Director Marketing Communications
AGENCY
Joanne O'Brien, Group Acct. Director
Meghan Dougherty, Acct. Director
Paul Santello, EVP Managing Partner
Karen Guthrie, VP Brand Group Director
MWW
JP Schuerman, Executive VP/General Manager
Karsha Chang, SVP Consumer Products
Struck
John Gross, Director of Client Services
SUMMARY
Jack in the Box sales in early 2013 had been flat and then turned negative by the Summer. After taking a beating throughout the recession, we needed a turn-around. The agency identified late night as an opportunity area and developed a differentiated product and experience that played into the Millennial late night mindset. We launched the Late Night Munchie Meal with a quirky twist on the 20-year ad icon, Jack. Late night way surpassed sales goals and doubled past contribution levels to overall sales increases. We stole share from competitors and put Jack on the map at Late Night.
