“Hang in There Jack” Campaign Success

On Super Bowl Sunday when Jack in the Box’s iconic founder (Jack) got hit by a bus in their commercial, it kicked off the start of the “Hang in There Jack” campaign.

Though the campaign included traditional television, radio and outdoor advertising, it was anchored by an online presence with HangInThereJack.com, Facebook and Twitter.

The campaign videos were viewed online more than 4.3 million times. Additionally, Jack received more than 77,000 get-well text and video wishes, and more than 67,000 fans and followers via the website, Twitter and Facebook sign-ups.

But now, after his near fatal accident, Jack woke up from his coma earlier this week. Jack is back and the Jack in the Box brand is re-invented with a new logo, website, image, menu items and much more.

Logo Courtesy of Jack in the Box

The logo (pictured here) is an obvious change, but the brand hopes to change its image in a multitude of ways. The restaurants themselves will be getting an upgrade in decor and seating, along with other interior and exterior enhancements. The menu will include a variety of new items, beginning with a trio of Mini Sirloin Burgers on Hawaiian sweet rolls later this month. The upgraded new Jack in the Box website, which will launch on March 16, will feature the latest TV ads, along with a variety of interactive options for fans. Users can have “Jack” make phone calls on their behalf and send emails to their friends.

With the momentum of the “Hang in There Jack” campaign, it will be interesting to watch the new presence and image of Jack in a Box unfold.