Update on Hang in There Jack – Jack in the Box Campaign

LOS ANGELES, CA - JULY 24:  People walk past a...
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Hi Dr. Testa – I know you’ve followed the “Hang in There Jack’ campaign, so wanted to share with you the latest news from Jack in the Box – as the company unveils the pay-off from its Super Bowl TV ad, which centers around several brand-reinvention initiatives. While many companies invested in Super Bowl ads, Jack in the Box continues to enjoy pay-off on the Super Bowl launch of its ‘Hang In There Jack’ campaign through social networking and online tactics that have gained an extensive fan following.

The Hang In There Jack campaign, which launched with Jack in the Box’s iconic founder – Jack – getting hit by a bus on Super Bowl Sunday, is coming to an end this week as Jack wakes from his coma and announces several brand re-invention programs, including a new logo and website.

While the campaign included traditional advertising, it was anchored online at HangInThereJack.com and on Jack’s Facebook and Twitter pages. The campaign videos were viewed more than 4.3 million times, Jack received more than 77,000 get-well text and video wishes, and more than 67,000 fans and followers via website, Twitter and Facebook sign-ups.

While Jack in the Box is a regional quick-serve restaurant chain, its campaign has gained national reach for the brand, and its online presence now rivals some industry challengers.

I’ve included the full release below for your review.

Jack’s Back!
Founder of Jack in the Box® restaurants emerges from coma and jumps back into work – announcing new company logo and website and updating progress on other corporate initiatives

SAN DIEGO, March 4, 2009 – After languishing for weeks in a hospital bed following a nearly fatal run-in with a bus, Jack, the iconic founder and namesake of Jack in the Box® restaurants, emerged from his coma earlier this week and made his first public appearance today.

In front of employees at the company’s headquarters, an energized Jack wasted no time getting back to work and announced several initiatives tied to the chain’s brand-reinvention strategy. Jack’s miraculous recovery can be seen in the fourth ad of the chain’s brand campaign, which kicked-off on Super Bowl Sunday.

“It’s great to have Jack back as we continue to invest in a brand-reinvention strategy that provides our guests the best quick-serve dining experience possible,” said Terri Graham, senior vice president and chief marketing officer for Jack in the Box Inc. “We’re committed to re-energizing our brand through a comprehensive restaurant re-image program, the introduction of an updated logo, and continued menu innovation that will provide our guests exciting new products they can order anytime day or night. Jack in the Box is one of the only major QSR chains that offer its full menu all day.”

Key elements of the company’s brand-reinvention strategy include:

New Logo
The company today introduced a new logo that sends a clear signal to consumers that today’s Jack in the Box is not the Jack of the past. And speaking of Jack, the new logo is infused with the personality of the chain’s iconic founder.

“Our new logo reflects how the Jack in the Box brand has evolved in recent years,” said Graham. “We’re upgrading our menu, service and restaurants. Now, it’s time to upgrade our logo.”

The new Jack in the Box logo, which was tested at several locations in the chain’s hometown of San Diego, features the company’s signature red hue and cube-style design. But similarities to its tilted, red box predecessor end there. The new logo prominently features the name “Jack” in script lettering above a simpler, low-key “in the Box,” with the swooping tail of the “k” in “Jack” mimicking the large, red smile of the chain’s icon.

“Many of our guests refer to us simply as ‘Jack,’ so emphasizing that through the new logo seemed like a natural progression,” said Graham.

The new logo will be rolled out on packaging, uniforms and in the company’s advertising over the next few months. Restaurant signage will be rolled out over the next three to five years.

[Note to media: A high-resolution image of the new Jack in the Box logo is available at http://www.jackinthebox.com/pressroom.

New Website
The company also today announced that a new Jack in the Box website will launch later this month. The site will give visitors the opportunity to view the company’s latest TV ads and step into Jack’s cool, new office. Jack’s virtual office experience will offer a variety of interactive options for fans. For example, visitors can have Jack make personalized phone calls on their behalf and send e-mail messages to their friends. On the site, visitors can also purchase Jack Ca$h® cards and view extensive menu and nutritional information.

Restaurant Re-image Program
A major element of the company’s strategic initiative to reinvent the Jack in the Box brand is a comprehensive restaurant re-imaging program that includes a complete redesign of the dining room and common areas. The enhancements are intended to create a warm and inviting dining experience for Jack in the Box guests. To date, 42 percent of the Jack in the Box system features all interior and exterior elements of the program, including ceramic tile floors, a mix of seating styles ranging from booths and bars to high-top round tables, decorative pendant lighting, graphics and wall collages, music, new paint schemes and landscaping.

The company today confirmed that it’s accelerating the pace at which it will enhance restaurant exteriors and expects systemwide completion by the fall of this year. Currently, exterior enhancements are completed at 51 percent of the Jack in the Box system. The company remains on schedule to complete all interior enhancements by the end of 2011.

Menu Innovation
Jack in the Box is known for bucking tradition when it comes to product innovation. It was the first QSR to offer a breakfast sandwich, a portable salad and the industry’s first all-sirloin burger. The chain continues to push the envelope on fast-food convention with new and exciting products, including Real Fruit Smoothies and Teriyaki Bowls. Later this month, Jack in the Box will launch a new product platform with the introduction of Mini Sirloin Burgers, which feature a trio of all-sirloin patties topped with American cheese, grilled onions and ketchup served on bakery-style buns reminiscent of Hawaiian sweet rolls.

Social Networking
Though the company’s brand campaign has included multiple TV and radio commercials, the heart of the campaign has resided on the Internet, where the chain’s ads and viral videos have been viewed more than 4.3 million times. Jack in the Box also created an interactive website at http://www.HangInThereJack.com where visitors could view the ads and videos, sign up for e-mail alerts regarding Jack’s condition and post get-well messages. Jack’s assistant, Barbara, took on the role of updating his Facebook and Twitter accounts to keep fans updated on his health.

In the four weeks since the bus accident, more than 77,000 get well wishes and videos were posted on the website and on Jack’s Facebook and MySpace pages and on Twitter. The surge of social networking around Jack continued as more than 67,000 people signed up to receive updates on Jack’s condition through the website, Jack’s Facebook page and Jack’s Twitter account.

“The enthusiasm and engagement among Jack in the Box fans has been tremendous,” said Graham. “With the campaign still ongoing, it’s too early to gauge its full impact, but we’re very excited about the response it’s received so far.”

[Note to media: High-resolution images from the brand campaign are available upon request.]

About Jack in the Box Inc.
Jack in the Box Inc. (NASDAQ: JACK), based in San Diego, is a restaurant company that operates and franchises Jack in the Box® restaurants, one of the nation’s largest hamburger chains, with more than 2,170 restaurants in 18 states. Additionally, through a wholly owned subsidiary the company operates and franchises Qdoba Mexican Grill®, a leader in fast-casual dining, with more than 470 restaurants in 42 states and the District of Columbia.

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Trackbacks

  1. Bob Garrett says:

    […] 2009-03-05T19:07:06  Jack in the box [link to post] […]

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    Update on Hang in There Jack – Jack in the Box Campaign – Dr. Scott’s Business Blog

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