Jack Gets Hacked in Jack in the Box's Super Bowl Campaign

Today, Jack in the Box released its 30 second regional Big Game commercial to promote the latest addition to the Buttery Jack family – the new Triple Bacon Buttery Jack. Featuring bacon butter for the first time in the industry, along with hickory-smoked bacon and bacon mayo, this burger offers customers the bacon flavor they know and love done in a completely original way. The humorous campaign was created by agency of record David&Goliath and reinforces the brand’s role as an innovator in the QSR space with a concept that leverages current events, while adding a bit of pop culture to the mix. 

With a delicious burger on the horizon containing a new super-secret ingredient, it’s no surprise that Jack wants to keep the news under wraps. In the 30 second spot “Hackers,” we see Jack as he brings his executive team into an innovation kitchen to let them in on his big, buttery secret – bacon butter. But before they can share the news internally, someone hacks Jack’s email, stealing the recipe. And who are the culprits? A rogue hacker group? Professional hackers for hire? Nope. It’s two kids in their parents’ basement. Not only do the hackers leak info about the Triple Bacon Buttery Jack, but they also leak a bunch of personal information about Jack. All of which will be released through the central hub of the hack, JackiLeaks.com as well as the twitter handle @JackiLeaks.

'Hackers' debuted exclusively on Facebook today. It will air on TV for the first time during the third quarter of the Big Game in 47 markets.

In the days leading up to the launch, a series of teaser videos were posted on social media channels including YouTube, Facebook and Twitter (see examples here, here and here). Each post was a viral video that Jack wanted to share with his followers, but the videos were intercepted by the hackers with a message about the Triple Bacon Buttery Jack.

Following the launch, Jack in the Box will continue the conversation around the hack by sharing news reports about more of Jack’s personal information that has been leaked, like his failed R&B album. Additional campaign elements include radio, digital/social and OOH. Creative credits are included below and attached are two screen grabs.