Jack in the Box has rolled out the Hot Mess Burger, featuring a beef patty topped with spicy jalapenos, onion rings and pepper jack cheese and served on the brand's classic sourdough bread.
The new burger is supported by a marketing campaign centered on the brand's "founder" Jack Box's 1980s hair band "Meat Riot."
In the 30-second commercial, Jack is sharing Hot Mess' one-hit music video with his son, Jack Jr., and reliving his glory days surrounded by music groupies. The spot will be featuring during regional Super Bowl commercial rotations.
Additionally, the band's "Hot Mess" music video and audio coupons redeemable for two tacos will be available online. The Hot Mess song is part of a custom-curated 80's Power Moves station on Pandora, and in steady rotation on jukeboxes in the chain's key markets. Limited-edition Meat Riot t-shirts are also available for purchase online at HotMessBurger.com.
The HotMessBurger.com website will also include a do-it-yourself karaoke feature where fans can download lyrics and remix stems, create album covers, ringtones and wallpaper, and play the new game, Scream for Your Burger.
"Sunday's Big Game has always been a very social, highly food-focused media event for families and friends, which is the perfect backdrop for launching this limited-time product inspired by Jack's 80's music roots," said Nick Fletcher, divisional vice president Marketing Communications, Jack in the Box. "Fans know Jack as the irreverent founder of Jack in the Box, but this is the first time we reveal his short-lived career as a rock star."
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