When Jack in the Box introduced its 100
percent sirloin burger last year, it caused a few ripples in the quick-serve
industry. Not only did Jack in the Box introduce the first all-sirloin burger
offered by a major fast-food chain, but it also unleashed a clever advertising
campaign that caught the attention of consumers and the competition.
    This week, the New York American Marketing Association awarded Jack’s “Sirloin vs. Angus” ad campaign with the gold Effie award in the fast-food
category. The advertising campaign, which included television, radio, and print
ads, highlighted the high quality of the chain’s 100
percent sirloin burger by using humor and a play on words to differentiate it
from several competitors who offer Angus burgers.
    “Our ads promoting the 100 percent sirloin burger
really resonated with our guests and were very effective in driving traffic to
our restaurants,” says Terri Graham, senior vice
president and chief marketing officer for Jack in the Box Inc.
    The Effie awards recognize creative achievement in meeting and exceeding an
advertising campaign’s business and sales objectives.
Jack in the Box received Effie awards in the sustained success category for its
long-running “Jack’s Back” campaign in 2003, 2005, and 2006, and was awarded Effies
in 1996, 2000, 2001, and 2002 in the fast-food category.