Industry News | May 28, 2015

Jack's Unveils New Items With Ad By Breaking Bad Director

image used with permission.

Paying homage to one of the world’s most traded spices, Jack in the Box is highlighting a flavorful ingredient on its newest burger: peppercorns. The new Black Pepper Cheeseburger from Jack in the Box features a 100 percent beef patty, creamy peppercorn mayo, Black Pepper cheese, fried onion rings, and crispy bacon, all layered on a gourmet signature bun.

“Our limited-time offer Black Pepper Cheeseburger is an exciting addition to Jack’s line of quality burgers,” says Keith Guilbault, Jack in the Box senior vice president and chief marketing officer. “It really delivers a punch of pepper in each bite. We also think our guests will enjoy the ‘origin’ story we share in our new TV commercial.”

To support the launch of the new Black Pepper Cheeseburger, Jack in the Box tapped director Vince Gilligan, creator of the hit TV show Breaking Bad and co-creator of its spin-off series Better Call Saul.

“Directing this commercial challenged me with a new type of short-form storytelling,” says Gilligan. “But working with Jack in the Box made it all worth it. Their innovative menu items provide a great canvas to work from, not to mention, I love the new burger!”

The spot, titled “Spice Trade,” is inspired by the deserts of Mongolia and chronicles the Jack character’s quest to find an irresistible spice to use in his next craveable burger. After endless searching, he comes across a wise spice trader who gives him delicious black peppercorns, and it is in that “aha” moment that the new Black Pepper Cheeseburger is born. “Spice Trade” premieres June 1 in participating Jack in the Box markets and can also be viewed on Jack in the Box’s website.

In addition to the new burger, Jack in the Box also welcomes two new menu items debuting in restaurants today. For breakfast Jack’s released a new Steak & Egg Breakfast Burrito, which features flame-grilled steak, hash browns, and Sriracha sauce. For guests looking for a cool-down, Jack’s new Fruit Coolers are available in two flavors: Loco Lime and Twisted Strawberry.

Jack in the Box’s Black Pepper Cheeseburger, along with the Steak & Egg Breakfast Burrito and Jack’s Fruit Coolers, are available now at participating Jack in the Box restaurants for a limited time only.


News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.

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