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|Nicky Y.||Associate Director, Global Communications Planning||CA|
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|Ryan D.||Digital Media Supervisor||CA|
|Madison H.||Manager, Integrated Media Planning||CA|
|**** ** *** ***, ***.||Media Buying, Media Planning||********|
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Millennial, Gen-Z Opps: Jack in the Box increases non-traditional media, launches eSports series (Score 67)
announced it couldn't find any financing alternatives, so it will implement a capital restructure in the form of a securitization. It will also "collectively pursue a strategic plan focused on value creation."
Part of this strategic plan will focus on marketing. Executives in the Q2 earnings call announced it is using more data and analytics. They also announced Jack in the Box is investing more in non-traditional media.
The non-traditional media includes influencers. Jack in the Box has used influencers in the past (it announced a partnership with a "popular social media influencer with 34 million followers" in its earnings call) and many suspect the snarky tweet from Kim Kardashian was actually a sponsored post.
The non-traditional media also includes a six-part animated web series supporting Jack in the Box's sponsorship of eSports team Dallas Fuel. The episodes, which were created by creative AOR reportedly includes experiential efforts.
It is worthy to note that these initiatives will not see spend increases. Jack in the Box's struggles are too great for heavy marketing increases, and execs in the call disclosed marketing spend during Q2 2019 decreased to $3.9m from $7.3m in Q2 2018.
However, the initiatives do signal a shift to millennials and Gen-Z (especially men with the eSports focus). It makes sense that Jack in the Box wants to target these demos since its competitors (e.g., Carl's Jr., McDonald's, Burger King, In-N-Out and Wendy's) are also trying to capitalize on the buying power that these generations have.
Therefore, sellers with high reach among millennials and Gen-Z (male skew) should reach out for last-minute revenue tied to the new initiatives. Then, look for revenue tied to Q1 and Q4, when spend typically spikes. Don't forget those of you near the chain's locations may also have an advantage.
iSpot reports a YTD national TV spend of $5.9m placed on a diverse array of programming (see targeting right). Spend in the same timeframe of 2018 totaled $6.8m, full 2018 spend totaled $15.4m and spend in 2017 totaled $28m.
Adbeat reports digital display over the last 12 months has totaled $1.3m, an increase from the $500,000 spent during the 12 months prior. Ads are placed primarily via direct buy (54%), Google (23%) and YouTube (13%) onto sites like youtube.com, bustle.com, yourcentralvalley.com, kiro7.com and yahoo.com.
Jack in the Box also typically uses outdoor, print and radio, according to Kantar, though all three channels have seen decreases.
Hookit reports, in addition to Dallas Fuel, Jack in the Box has sponsors with the Portland Winterhawks, the San Jose Earthquakes and the Houston Dynamo.
Agency & martech readers -- we put Jack in the Box on the Carat since 2017.