Jack is Back... Again?

Anybody who has ever had to go without Jack in the Box for a prolonged period of time knows that their extensive menu and cult following is unmatched in the world of fast food. Even if you don't eat there (which I haven't in probably 3 years), you have to hear about it from those who do or haven't been able to in a while. And it usually goes like this, "Ooooo... Jack in the Box, that sounds so good right now!"

Well they have changed their image, beginning with a Superbowl commercial where we almost lost Jack (the confident and quippy faux-CEO and figure head, literally, of the restaurant chain) to a tragic bus accident. And has extended into a social media phenomenon with 80,000 opt-in notes to Jack during his 6 week recovery, as well as other viral efforts and games.

Jack in the Box has a long and interesting Advertising history. After the clown-like character was destroyed in a 1980 bombing to make way for a new more mature Jack in the Box, called Monterey Jack's for a time. This was an epic failure, and the company returned to the Jack in the Box moniker in 86'. But the clown head ordering station remained in exile.

That is until 1994. Coming off what some might call a PR nightmare, the death of four children to Salmonella poisoning, Jack in the Box was ready for a new direction. Dick Sittig and the agency Secret Weapon responded with what could have been bland if done any other way. Bring Jack Back!



Something that isn't a hugely known fact is that Dick Sittig and Jack have eerily similar voices. Ok, they're the same. Talk about securing a client. Make yourself the mascot. I would have loved to be in that meeting.

Well the Jack's Back campaign and subsequent marketing efforts have been off the charts successful by anyones standards. Jack is even popular in areas that don't have the chain in their region. Antenna balls with Jack's holiday likeness still grace cars every year. It hasn't gotten stale in 15 years. But that doesn't mean it wasn't time for a face lift.

During Superbowl XLIII this happened:



Subsequent videos and extensions were circulated for the next 6 weeks from www.hangintherejack.com, and utilizing Youtube, Twitter, Facebook and Blogs, as well as Traditional In Store, Outdoor, PR, Print and Broadcast media.

And what has it all lead up to? Here it is.



From my favorite design agency, Duffy & Partners in Minneapolis, MN, the new logo offers a classier and more modern feel, coupled with the excitement and charisma that has been established by the Jack in the Box brand. The new brand will be reflected in both advertising and in store, and the hope is that t will account for a cleaner and more enjoyable experience, and increased sales.

Jack's not going anywhere, but I feel the the restaurant might be. New markets, more locations and better exposure all around.

I can't wait to see what's next.

Read more from the LA Times, referred to me by AAF SmartBrief.