MUNCHIE MEAL, HEHE GET IT?

In 2010, the CMO of Jack in the Box came to us asking for a way to boost sales. Instead of flashy ads for the same old products, we identified a daypart (late night) that we could exploit and created an entire product line called the Munchie Meal: a happy meal for Jack’s core late night customer: the stoner, and a brand new revenue stream for Jack in the Box. To keep costs down, we created menu items out of existing product mashups and put them in a box. We designed the packaging, recommended in-store design tweaks, like lighting, music, and uniforms, and wrapped the entire thing up with a trippy advertising subcampaign featuring a puppet version of Jack. The CEO credited Munchie Meals with half the company’s sales increase for the year.

PACKAGING

Our creatives designed and illustrated the Munchie Meal packaging featuring Jack's puppet alter-ego & his little food friends.

SOCIAL