Aiming higher

Jack in the Box’s marketing track record has stirred some controversy—critics took aim at the 2007 commercial and its wasted central character—but it has built credibility with loyalists at the same time.

The brand aims to top previous 4/20 efforts in 2023, continuing to lean into its late-night clientele, which drives a significant amount of the chain’s business and no doubt overlaps with weed aficionados.

Along with the return of the Pineapple Express shake, which sold out quickly during last year’s 4/20 program, the brand has added the Red Bull beverage to its restaurants nationally for a six- to eight-week period. A pineapple-chicken sandwich will join the menu for a limited time at locations in Los Angeles.

Food trucks will take to the roads in Los Angeles, San Diego and San Francisco next Thursday, serving the pineapple shakes with a plethora of embellishments (Locations available via Weedmaps).

The first 100 consumers will get their dessert drinks stuffed with an Instagram-worthy selection of Jack’s food items like onion rings, popcorn chicken, mini tacos and mini pancakes. It’s the brand’s carb-loaded version of an Edible Arrangement dubbed Edible Assortment.

For people not in those California markets, there will be links on Weedmaps to order the shakes and DIY instructions on how to craft the Edible Assortment version at home.

Other media for the promo includes an influencer in the space, the stand-up comic known as Stoney McBlaze, who will be creating original content. Jack himself, the bulbous-headed mascot, will appear in some of the marketing. The brand now works with TBWA\Chiat\Day LA as its lead creative agency.

Next week’s activation, as those that have come before, intends to be a hand-in-glove match of brand personality, strategy and zeitgeist.

“We want to show the uniqueness of Jack and be part of a cultural event where our brand authentically fits,” Ostrom said. “People won’t look at this and say, ‘Why is Jack here?’”