Jack in the Box Brings Back Fan-Favourite Menu Item in Epic Campaign for 4/20

Jack in the Box is bringing back a fan-favourite menu item in an epic new campaign & activation titled, ‘Jack’s Edible Assortments,’ launching April 20th.  

The brand is reintroducing its Pineapple Express Shake, topped with an elaborate assortment of munchies, including Jack in the Box core menu items: popcorn chicken, onion rings, tiny tacos, mini pancakes, whipped cream and cherries - perfect for late-night eats. 

To kick off the launch, the brand is activating OOH ads via food trucks across California during one of the munchiest holidays of the year: 4/20.

Food trucks will be stationed in various locations around Los Angeles, San Diego and San Francisco.

The first 100 visitors at each food truck will get their Pineapple Express Edible Assortment for free. Participating Jack in the Box locations will offer the Pineapple Express Shake (sans edible assortment) for $4.20. 

An extension of the campaign includes a first-ever QSR partnership with WeedMaps. 

Jack in the Box will run display media and custom landing pages for locations in Los Angeles, San Diego and San Francisco where WeedMaps users can learn more about the food truck activations ahead of the official launch (between 4/16-4/19) - users will be able to set a reminder in the app to notify them about updates for the activation.

On 4/20, the landing pages will reveal all the food truck locations and give users directions to their nearest activation - additionally, the banner ads will link to the landing page with a map to the food trucks, or a link to purchase the shake via app or online for $4.20.

For non-local placements, Jack in the Box will encourage customers to purchase the shake from their nearest Jack in the Box location and share their own DIY assortment.  

Jack in the Box is on a mission to own late night, and is activating against one of the munchiest holidays of the year.  

Jack in the Box is the unruly leader of QSR, and they have been showing up for stoners for years. Last 4/20, the brand winked at the weed community with a ‘Jack Loves Trees’ campaign where they donated shake proceeds to plant real trees. Jack in the Box has gained equity with the stoner community with craveable snacks available all night long and even “munchie meals” specifically made for stoners.  

Laddering up to previous work created for the brand, this new campaign seeks to rebuild the legend of Jack Box, the fearless CEO.

Created in collaboration with creative agency TBWA\Chiat\Day LA, the full campaign includes:

• Full suite of paid and organic social assets promoting the Pineapple Express Shake (and Pineapple Express Red Bull Infusion) (4 unique phases)
• 11 unique ads per phase (image, carousels, videos)
• Specific High Impact TikTok placements featuring Jack Box
• Unique Banner and landing page ads for partnership with Weedmaps
• Shoe collab with Hypebeast
• 4/20 activation with food trucks selling Jack’s Edible Assortments and Pineapple Express Red Bull Infusions in three California cities: SD, LA, and SF