CLIENT
Jack in the Box
Terri Graham, SVP & Chief Marketing Officer
Andrea Shuff, Manager Creative Development
Patti Foley, Director Media & Merchandising
AGENCY
Joanne O'Brien, Group Account Director
Jed Firestone, Assistant Account Executive
La Agencia de Orci & Associates *Lead Agency
Robert Santiago, Director Client Services
Horizon Media
Barbara Thompson, SVP Managing Director
Michaela Krams, Brand Group Director
James Fujii, Brand Planning Director
Apollo Interactive
Lauren Perley, Account Manager
SUMMARY
As the economy turned on the fast food industry in 2009 competitors reacted with a rash of discounting. Jack in the Box challenged us to fight back to increase same store sales and loyalty with innovation instead of discounting. We capitalized on the 'smaller' trend and took advantage of the strong equity Jack in the Box had in Sirloin by introducing the Mini Sirloin Burger. Mini cowboys herding mini cattle helped Jack sing the Yippie Yi Yay Mini Sirloin Burgers song around the campfire to set off a YouTube frenzy and increase Jack in the Box sales at a time when positive sales numbers were all but impossible.
