CLIENT
Jack in the Box
Linda Lang, CEO
Terri Graham, CMO
Greg Joumas, Div. VP Mktg. Comm.
Tammy Bailey, Div. VP Menu Mrktg & Promotions
Patti Foley, Sr. Media Comm. Mgr.
Michelle Vespa, Dir. Menu Mrktg & Promotions
AGENCY
Dick Sittig, President & Creative Dir.
Patrick Adams, Managing Dir.
Joanne O'Brien, Account Dir.
David Measer, Director of Account Planning
Sue Collister, Account Supervisor
Joe Feldman, Accoutn Planner
Horizon Media
SUMMARY
In 1993, the Jack in the Box brand was on the verge of bankruptcy after being linked to the largest and deadliest E. coli outbreak in American history. To bring back the brand, advertising was the primary weapon employed to save the company. The goals were simple: Reinvent the brand, increase revenues and regain customers' trust. This campaign led to an immediate sales recovery that has continued for 10 years with an industry-leading annual growth rate of 3.2% over the life of the campaign.
