Jack in the Box

The Man with a Plan

Seventy-six million. That’s how many Americans each year get sick from something they eat. Of the 76 million, 350,000 end up in the hospital and 5,000 end up dead.

Seventy-six million people. Roughly one fourth of the total U.S. population, it seems a rather high figure, particularly when we’ve figured out how to swap, replace, and reconstruct human organs. One would think figuring out how to make a safe hamburger would be a cinch.

How to Make a Brand Icon

How did you set out to create an industry icon?

The idea for creating Jack wasn’t necessarily that we were going to create an icon. It really comes from the fact that he was a character, and it was really more the public that established that he was an icon. We created him back in 1995 to reinvent the brand and kick off where we were going with the brand 15 years ago.

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