Our savvy and saucy research revealed that Jack's strongest connection with customers wasn't just about being "Southern" - it was about authentic food rituals and memories. We discovered that while 28% of customers associated Jack's with being "Southern," the winning formula was combining this heritage with "quality and reliability" (20%) and "caring service" (12%) to create something uniquely Jack's. Now that’s an insight to chew on.
Jack's
What would make a new generation hungry for an old standby?
The Big Challenge:
We wanted to claim the value conversation, build a deeper connection between Jack's and its audience, all while launching a menu featuring customer favorites. The challenge was creating something that felt both familiar and fresh in a highly competitive QSR landscape. Something that left you craving more.
The Big Insight:
How we went big:
We created the "Throwback Deal" campaign featuring a $4.99 value meal that included Jack's customer favorites: an all-beef cheeseburger, crinkle-cut fries, and a raspberry fried pie. This price-pointed offer addressed immediate value needs while showcasing signature menu items that differentiated Jack's from typical fast food. The creative approach highlighted "Bold Southern Flavors Shared From The Heart," connecting these comfort food classics to authentic Southern occasions and memories all wrapped up and bagged with a classic jingle.
How we went bigger:
During creative development, we unearthed the brand's original jingle recording from the ‘60s and partnered with Boutwell Studios to remaster this audio asset–recognizing its potential as both a powerful brand connector and PR opportunity.
The Big Results:
The campaign produced the year's most successful LTO and drove Jack’s largest boost in sales.
The Big Impact:
The campaign didn’t just bring back a jingle—it brought back a feeling. The revitalized “Back, Back, Back to Jack’s” melody created immediate emotional connections while generating outsized earned media reach. This strategic deployment elevated a simple value promotion into a brand story that celebrated Jack’s heritage while reinforcing its relevance today.
