Industry News | January 31, 2011

Jack Goes ‘All-American’ in Super Bowl Spot

With much of the nation’s attention focused on the Super Bowl, Jack in the Box restaurants will once again leverage a break in the gridiron action to debut a new television ad and savory new burger appropriately named the All-American Jack. The 30-second commercial affirms many of the red, white, and blue attributes that Jack loves about America—from national symbols of patriotism like bald eagles and bison to jury duty, not to mention Spring Break on a 14-mile-long island on the Mexican Caribbean.

“We know our guests love to eat great-tasting burgers and love to party, so what could be better to debut before a huge TV viewing audience than a delicious new burger and an opportunity to win a Cancun vacation?” says Terri Funk Graham, senior vice president and chief marketing officer for Jack in the Box Inc.

In the ad, Jack describes his new All-American Jack burger as featuring two juicy jumbo beef patties piled high with melting American and Swiss-style cheese, ripe tomato, fresh lettuce, and pickles. And for a limited time beginning February 3, Jack in the Box is offering the All-American Jack Combo, including a 20-ounce beverage and small order of fries, for just $4.99, plus tax.

As if the new burger and value message are not enough, when Jack concludes his on-air pitch for the All-American Jack, he ditches a Lincolnesque stovetop hat in favor of a sombrero to promote a sweepstakes for a Spring Break vacation in Cancun, Mexico. One winner, along with 10 friends, will enjoy a seven-day vacation in Cancun, including airfare, hotel accommodations, and $5,000 cash.