Jack in the Box
Jack in the Box
Beefing up brand awareness
A popular fast food chain used video ads and Canvas to increase awareness of its Declaration of Delicious campaign, resulting in a 13-point lift in ad recall.
- 13-point lift in ad recall among people exposed to the Canvas
- 8-point lift in purchase consideration among people exposed to the Canvas
- 5-point lift in product awareness among people exposed to the Canvas
Burger in the box
Jack in the Box, a 65-year-old hamburger chain, currently has over 2,000 quick-serve locations in 21 states in the US. A pioneer in the concept of drive-thru dining, Jack in the Box is intent on exceeding customers’ expectations.
Introducing Double Jack
The burger chain wanted to drive campaign awareness, boost website traffic and ultimately increase purchase intent for its new permanent menu item—and main feature of its Declaration of Delicious campaign—the Double Jack burger.
With Facebook, we were able to reach our target audience at scale with highly engaging creative. Canvas allowed us to really immerse consumers into our brand and allow them to interact with the Declaration of Delicious story. The combination of precise targeting and engaging creative drove an exceptional 44% lift in purchase intent for our Double Jack burger.
Richard Cran, VP, Marketing Communications, Jack in the Box
A driving declaration
Jack in the Box partnered with its media agency, Horizon, its creative agency, David & Goliath, and Facebook Marketing Partner Adaptly to create a Facebook video ad and Canvas campaign to tell its new Declaration of Delicious story.
Playing with the campaign’s name, both ad formats featured spokesman Jack Box as a 18th-century revolutionary. The Canvas emphasized this theme of exploration, and offered 2 calls to action: to upload a photo of yourself beside the face of the brand, or to find a Jack in the Box location near you.
The 60-second video ad showed revolutionary Jack Box offering the new Double Jack burger to a passing jogger, who accepts enthusiastically. A “This Way to Good Taste” call to action directed people to follow their taste buds to the brand’s website, where they can redeem a coupon to be one of one million people to receive a free burger.
To reach its best audience, the restaurant targeted the ads to millennials on Facebook and also created 2 Custom Audiences: one based on customers who had visited the restaurant’s web page or engaged with previous video ads, and another based on a group of quick-service restaurant purchasers generated by Datalogix.
The combination of precise targeting and engaging creative fed the success of the Declaration of Delicious campaign, which produced a higher-than-estimated average view rate of 23 seconds on Canvas.
The taste of success
Exceeding Facebook’s benchmarks for ad recall, brand awareness and purchase intent, Jack in the Box’s Declaration of Delicious campaign resulted in undeniable success. Running for 6 weeks between February–March 2016, it achieved:
- 13-point lift in ad recall among people exposed to the Canvas compared to those who were not
- 8-point lift in purchase consideration among people exposed to the Canvas compared to those who were not
- 5-point lift in product awareness among people exposed to the Canvas compared to those who were not