Jack in the Box Partners with Snoop Dogg to Reclaim Late Night Munchies

To celebrate Jack in the Box’s revamped late-night menu this summer, the brand is collaborating with Snoop Dogg to remind everyone that they are the undisputed leader in late night.

Launching June 12th, the duo is introducing a limited time ‘Snoop’s Munchie Meal’ and the new ‘Build Your Own Munchie Meal’ menu to tell a story of two SoCal legends coming together to reclaim late night.  

The hero :30 spot shows Jack lead Snoop from a set to the Jack in the Box headquarters to lay out Snoop’s Munchie Meal and meet his new intern. 

The additional films in the campaign feature a Snoop’s Munchie Meal Brainstorm sesh with Jack and Snoop twinning from head to toe, a Snoop’s Munchie Meal unboxing, BTS outtakes and food-focused spots with Snoop VO. 

To tie everything together, the music track used in the spots is a Snoop Dogg original, 'Who Am I (What’s my name)?'

The 360-campaign created in collaboration with creative agency TBWA\Chiat\Day LA includes a hero :30, multiple :15s and additional short-form videos for broadcast and OLV, paid social assets for TikTok, Snap, Twitter + Meta properties, audio and OOH.  An additional asset created for the campaign is a Snoop-moji, the first the brand has made of a celebrity partner. Lastly, an IRL event to celebrate the new menus will be hosted at a Jack the Box location in Inglewood, CA. More details on this event are set to roll out later this month. 

Snoop’s Munchie Meal will include: Jack’s Spicy Sauced & Loaded Chicken Sando, one Baked Brownie, one Taco, Medium Seasoned Curly Fries & a Medium Drink fit for the DO double G himself. The Snoop’s Munchie meal will be available for $14 at Jack locations nationwide, on Jackinthebox.com and on the Jack app from June 12th to August 6th, 2023.

This is the 10 year anniversary of the Munchie Meal at Jack in the Box, and the five year anniversary of first working with Snoop Dogg. This collaboration brings these celebrations to life as two undisputed champions of late night come together to give consumers what they want... something delicious, available at all hours.

Since partnering with the Jack in the Box business in March of 2022, TBWA\Chiat\Day LA and the brand strategically work to ensure each promotional window is an opportunity to restore the legacy of Jack Box and continue his legendary reign as the unruly CEO of Jack in the Box.

Stephanie Ehui, head of connections planning at TBWA\Chiat\Day LA said, "Our duo's story unfolds across a full 360-campaign. However, understanding that in today's media landscape, people rarely experience linear storytelling, we needed to craft a story arch that could work across multiple touch points--with or without the consumer following along, every step of the way. So, for example, if you catch the two spots on TikTok and Reddit but miss the TVCs and Twitter banter, you might miss out on a laugh, but you'll still understand the story."