• by Karlene Lukovitz  @KLmarketdaily, January 29, 2018

Jack In the Box is pitting Martha Stewart against its mascot Jack Box in a regional Super Bowl campaign promoting the chain’s new “Food Truck Series” premium sandwiches.

In a :60 Big Game spot dubbed “Showdown” (below), the mascot barges onto the set as Stewart is taping a show, after hearing her declare, “You’d never find a quality Banh Mi-inspired chicken sandwich like this at a fast-food restaurant.” 

Jack proclaims that she’s wrong — that the chain’s new Asian Fried Chicken Sandwich can match her sandwich any day. Things escalate when Martha grabs his pointy nose. 

The brand is promising that the feud will continue after the game, on social media, at #JackVsMartha, with the two exchanging words, videos, gifs, and “even giving out each other’s personal phone numbers.”

The brand is already “leaking” excerpts from the exchange on social media, as well as employing a :15-second teaser for the Stewart ad.

The campaign will also include partnerships with Buzzfeed and Funny or Die and, in conjunction with media partner Carat, tests of :06-second ads on a regional level.

The new sandwich line also includes a Pork Belly BLT and a Prime Rib Cheesesteak.