A Challenger Brand

As a challenger brand, Jack in the Box goes beyond fast food conventions. We use innovation and a likeable brand personality to turn customers into loyal fans. “Anything. Anytime” signifies freedom and choice for our customers.

Our “Jack's Back” campaign launched in 1995, is the longest ongoing advertising campaign in the QSR industry. Our humorous and entertaining television commercials feature our fictional founder, Jack, who is as passionate about his food as he is about pleasing guests. The campaign has garnered eight Effie awards for creativity, honoring significant achievement in advertising and turned the brand into a regional powerhouse with fans all over the country.

Marketing Support and Service

Our team of marketing professionals provides franchisees with the highest level of service and support to facilitate innovative new product introductions, sales-building consumer promotions, compelling advertising, effective media planning, targeted merchandising materials, and dynamic local marketing initiatives.

Ongoing Marketing support includes:

• strategic-brand planning
• competitive analysis
• new product analysis
• new product development & testing
• menu optimization driven by extensive consumer research

Regional Marketing

Regional Marketing Managers develop customized marketing plans to support the launch into new markets. They also assist in the coordination and execution of local marketing initiatives with franchisees and their staff.

Franchisees also have access to a proprietary and interactive local marketing web site designed to provide guidance in generating trial and frequency specific to an individual restaurant location. This website can assist in developing a comprehensive plan to combat competitive intrusion, and provide brand awareness tools that operators may use to support community sponsorships and employee recruitment efforts.