News

Jack in the Box pits 'low-brow' against 'high-brow' in Martha Stewart-centered campaign

January 29, 2018

Jack in the Box has begun a quasi food fight and chain promotion involving its giant golf ball-headed mascot, Jack Box, and the queen of culinary correctness, Martha Stewart.

It all leads up to a Sunday, Feb. 4, Super Bowl ad from the chain that has Stewart on the set of her TV show telling the audience about an Asian chicken sandwich that she asserts one would never find at a "fast food" chain. 

This prompts a surreal scene, as a clown-hatted and executive suited Box bursts onto the set to challenge Stewart's allegation, noting that Jack in the Box will on Thursday launch a food truck-inspired line of sandwiches including ... an "Asian Fried Chicken" combination. 

Of course, this is all designed to drum up social media buzz for the chain whose two other new sandwiches include a prime rib cheesesteak and a pork belly BLT, according to a press release. 

The run-up to the game and the ad finds the brand playing out a (mock) war of words with Stewart via social media. The commercial in a coveted and high-priced Super Bowl time slot sets up a campaign to prompt social media buzz around the fictitious feud as well. 

Jack in the Box currently has more than 2,200 locations in 21 states and Guam.