Jack in the Box isn’t stinting on advertising support for the launch of what it is touting as the fast food industry’s first ribeye burgers.
Ribeye may indeed be a first, but offering higher-priced burgers is not. Jack in the Box is joining McDonald’s, Chipotle and others in going upscale in order to compete with Panera and other somewhat higher-priced, higher-quality restaurants favored by Millennials. The new Jack in the Box burgers, being offered in two varieties (“All American” and “Havarti & Grilled Onion”), go for between $5.50 and $6.50, depending on the market, while its standard burger starts at $3.99, according to USA Today.
A 30-second TV ad (below) for the premium burgers plays up the exclusive angle. It shows the brand’s mascot, Jack Box, seated at an extraordinarily long table, in a field, explaining that he’s invited all of his friends in the industry to try the first-of-its-kind burger. A herd of people wearing competitive brands’ fast-food uniforms — with their faces digitally obscured so as not to endanger their jobs (except for one unfortunate) — thunders toward the table.
The campaign, from David & Goliath L.A., will also include 15-second spots for cable and network TV, reports the agency. The television creative also has Spanish-language versions.
Other campaign elements will include radio and out-of-home ads; partnerships with Vice and Hulu; and a series of social media videos featuring more “identity-protected” workers from competitive chains talking about how great the new ribeye burgers are.