Jack in the Box needed to sell some Munchie Meals.
So we turned to world-renowned munchie expert, Snoop Dogg for assistance and gave him his own Jack in The Box, allowing you to order a "Tha D-O-Double Jack", ya dig?
So we turned to world-renowned munchie expert, Snoop Dogg for assistance and gave him his own Jack in The Box, allowing you to order a "Tha D-O-Double Jack", ya dig?
ACTIVATION - DOGG IN THA BOX
The “Dogg in the Box” activation broke through into national popular culture, with coverage from CNN, USA Today, Fox and NBC and more. The effort surpassed Jack in the Box’s previous high-water mark of 1.3B earned media impressions with 1.8B total impressions. While the original mission had been to defend Jack’s late-night leadership, we actually grew it. This work created growth in nearly every business metric that matters to Jack in the Box, including daypart transactions, daypart sales, contribution to total sales, and perception.
It lifted late-night’s contribution to total sales by nearly 2 percentage points from a static 3-year average.
Late-night transactions up +9.6% Late-night sales up +13.4% YoY Late-night’s contribution to total sales was the highest percentage in the brand’s history, capping a 3-year static average. In short, it was the best-performing late night window in the 70-year history of the brand.
Voted the “Best Celebrity Meal Deal of 2023” by The Cut.
Voted the “Best Celebrity Meal Deal of 2023” by The Cut.
We even got Snoop to take over some foodporn commercials...
Ya Dig?
And we released a lot of content, including some bloopers, of course:
We also created the Snoopadelic Shake if you ordered the Snoop Munchie Meal during Dogg in tha Box
Made with Jon Ollom, Jeff O’Keefe, Bert Marissen, Jason Karley, and others at TBWA\Chiat\Day LA.
