David&Goliath

El Segundo, United States
TitleThe Great Ribeye Challenge
Agency
Campaign The Great Ribeye Challenge
Advertiser Jack in the Box Inc.
Brand Jack in the Box
Date of First Broadcast/Publication
Story

Known for an iconic menu that continually challenges the QSR industry with new and innovative offerings, Jack in the Box has once again raised the bar by creating fast food’s first-ever 100% Ribeye beef burger. In a new integrated campaign by David&Goliath, Jack is challenging everyone to come try this new premium burger – including people who may work for his competitors – since this is the one burger you can only get at Jack in the Box. 
 Launching today, the centerpiece of the campaign is a :30 TV spot titled "The Great Ribeye Challenge" where we find Jack Box sitting at a five-mile-long dining table in the middle of nowhere. He lets us know that he’s introducing fast food’s first-ever Ribeye burger and he’s inviting the whole fast food industry to come try it. But they don’t need to worry, he’s got plenty of space, and he’ll blur out their faces to make sure they don’t get in trouble with their bosses. Sure enough, the industry comes a-runnin’. Literally. 
 In addition to the :30 TV spot, the campaign includes :15 TV spots that will run on network and cable TV, along with radio and OOH. Touchpoints across social media include a series of videos featuring competitor employees with their faces blurred out, discussing how much they love the burger. There will also be partnerships with Vice and Hulu. With two different build options featuring this high-quality patty – the new Havarti & Grilled Onion Ribeye Burger and All-American Ribeye Burger – the goal of the campaign is to showcase yet another example of how Jack in the Box routinely challenges category conventions and innovates new and craveable food, and establish Jack in the Box as a restaurant designed to fulfill all cravings, even those that demand a high-quality product that they cannot find anywhere else. Jack Box is reminding everyone why he is known as a character who ruffles feathers and challenges the industry with new offerings. And this time he’s doing it with a big invite and an even bigger table

Media Type Television
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