Jack in the Box focusing on partnerships, innovation in 2024 (Score 36)

Sales lead: Reach out now as Jack continues its Crave marketing strategy in 2024.

• During the Q4 earnings call, Jack in the Box, Inc. execs briefly discussed marketing strategy. As part of the Crave strategy, Jack's "will continue to focus on relevant partnerships where they make sense, as well as showcasing Jack Box as his own celebrity." Y'all, he was included in People's Sexiest Man Alive issue. 2023 is something else. [jack box pic]
• For 2024, Jack's will continue to ficus promotional activity on "innovation plus beverage and snack attachment to support the hook-and-build strategy." This will mix in with premium products and value messaging in order to drive frequency.
• Expansion plans: Jack's will enter the Mexican market in 2024, as well as Florida, Arkansas, Montana, and Wyoming. 2023 saw entry into two new markets: Salt Lake City and Louisville; these are the first new markets for Jack in over a decade. There are currently three locations in SLC, but 15 are planned by the end of fiscal 2025 (five are planned for Louisville by the same time).

Target demographic: A wide, but slightly male-skewed, audience ranging from Gen-Z through Gen-X

The company is likely to:

• Continue brick-and-mortar expansion
• Invest in partnerships, promotional activity
• Keep increasing spend
• Seek new agency partners

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

• YTD spend: Jack has spent $22.4m on digital display ads in 2023. This is a 25.8% increase from the $17.8m spent in full 2022.
• YTD data: 3.1b impressions via Instagram (42%); YouTube (29%), Twitter (12%), Facebook (12%), desktop display (3%), and desktop display (1%).
• 2021-2022 spend: Spend in 2023 has surpassed 2021 spend, which was $20.9m (7.2% increase).
• Ad location: Most ads have been placed site direct (99%) on sites such as Twitch, draftkings.com, people.com, kptv.com, and nbcsandiego.com.

Additional channel insights:

• Jack's spends in out of home, broadcast, radio & digital.
• Intent insights: Jack in the Box, Inc. has shown to be very interested in Retail Technology this week.

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

Media Spend Estimate Sources: (c) Winmo, LLC, 2024. Used under license.