Jack in the Box Turns Haters into Believers with Bold Taste Test

Haters beware - Jack in the Box is settling some beef in the latest campaign 'Haters to Believers,' which features the boss himself, Jack Box, facing his toughest critics in a blind taste test.

Launching on 3/15, viewers unknowingly join Jack in a secret location where some of his spiciest haters have gathered for a blind taste test. Jack is confident that his new ‘Smashed Jack’ burger will turn these 'haters' into 'believers' - a BIG risk.

While Jack has built a claim to taco fame, some still have to catch on (and are tragically missing out!) when it comes to the brand’s incredible burger offerings. The key to helping them? Getting Jack’s best burgers in front of his toughest critics.

The hero spot titled, 'Smash the Haters,' showcases real Jack in the Box ‘haters’ who have made remarks like, “I will never eat at Jack in the Box,” “Jack in the Box is tasteless,” and “We call it crap in a box.” Unbeknownst to them, they’re actually digging into Jack’s ‘Smashed Jack’ Burger. 

And what were the reviews? “It’s delicious,” “Beats anything I’ve tried on the fast food market,” and “Almost like a flavour bomb.” Jack = 1, Haters = 0. 

The campaign insight emerged when the Jack in the Box team completed a qualitative analysis through a series of focus groups. To their amazement, real (clueless) consumers were completely stunned that the ‘Smashed Jack’ was a burger from Jack in the Box which led to the ‘Smashed Jack’ being anointed as ‘the best burger in fast food.’ 

• Playing into the virality of street-style blind taste tests that circulate on social media, the concept was pushed further by adding even more risk - and sprinkling in Jack’s unruly personality.
• To heighten this perception-shifting experience, Jack sought out not just any fast food consumers but the biggest trolls of his fine products. No scripts. No actors. Just (in our opinion, bad) vibes.
• Because these 'haters' went into their tastings blind and had no idea they were about to be part of a commercial, Jack was able to show off his supreme confidence in the ‘Smashed Jack.’ 

This experiment calls back to Jack’s history of confronting his haters in spots where they called Jack in the Box, 'Junk in the Box.' Of course, as CEO, Jack Box had to set the record straight.

Created in collaboration with creative agency TBWA\Chiat\Day and Small Girls PR, this new campaign will include a :30s spot along with individual hater stories, an extended cut and a mix of assets for a 360 campaign on OOH, Radio, and social media platforms.