Jack in the Box ad campaign receives gold Effie

SAN DIEGO — Jack in the Box Restaurants' "Sirloin vs. Angus" ad campaign, introducing its 100 percent Sirloin Burger last year, has won a 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 competitors' Angus burgers.

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.