Conscious Minds | Agency Profile, Contacts, AOR, Client Relationships

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Male Millennial, Gen-Z Opps: Jack in the Box drops new ads with Snoop Dogg (Score 20)

Sales lead: Reach out now offering ad space to score some of these extra campaign dollars. 

• Jack in the Box is kicking off a campaign to promote "Snoop's Munchie Meal," and the new "Build Your Own Munchie Meal."
• Jack's creative AOR, TBWA\Chiat\Day, made a 30-second hero spot and several 15-second spots. 
•  It will be supported across broadcast, online video, audio, OOH, TikTok, Twitter, & Meta platforms. 
• This is the fifth year that Jack has partnered with Snoop Dogg. 

Target demographic: Gen-Zers & millennials with a male skew

The company will likely:

• Continue featuring celebrities in its ads (Mark Hamill started in a spot last summer)
• Keep increasing national TV spend 
• Make additional agency changes (appointed a creative AOR in 2022)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Jack spent almost $2.1m on national TV ads YTD, a 75% increase from the $1.2m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell by 16% from $4.3m in 2021 to $3.6m in 2022. 
• Ad programming: It placed ads during programming such as MLB Baseball, NHL Hockey, NBA Basketball, Jeopardy!, and Tennis Classics. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Jack spent nearly $7.4m on digital display ads YTD, a slight (4%) decrease from the $7.7m spent in this channel during the same time period of 2022. 
• YTD data: 918.8m impressions via Instagram (39%), YouTube (34%), Facebook (17%), Twitter (9%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend fell 14% from $20.7m in 2021 to $17.7m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, youtube.com, facebook.com, twitter.com, and twitch.tv. 

Additional channel insights  

• Vivvix: Jack also invests in OOH, print, radio, and local broadcast.
  • It holds media planning discussions in Q4, and it buys during Q3. 

Agency analysis: 

• Opportunity: More agency changes may follow last year's creative appointment, so reach out.
• Current roster:
  • TBWA \ Chiat \ Day: creative AOR
  • Small Girls PR: PR AOR
  • Conscious Minds: digital & social AOR
  • Carat: media AOR

Insight Sources: Broadcast insights estimated by Vivvix.