• February 1, 2009

During Sunday's Super Bowl, the hamburger chain launched a multi-week marketing campaign in 18 markets with a cliffhanger TV spot that will leave the fate of the famed Jack in the Box founder, Jack, up in the air.

The Super Bowl spot--in which Jack is hit by a bus--ran only once and marked the beginning of a campaign that will include several more TV spots, broad online advertising, a dedicated site at www.hangintherejack.com, updates via social media sites like Twitter and Facebook as well as mobile alerts, in-restaurant signage and integration across existing product advertising.

Just as Jack is explaining to Phil that he wants to "make sure the public knows that they can get anything on our menu anytime," he steps into Hope Street and is run over by a bus.

Jack in the Box has 2,100 restaurants in 18 states, and continues to expand through franchising.--Nina Lentini