In a category where craveability and saliency are the key drivers, Jack in the Box had lost its relevance and distinct identity. A brand once known as the category bad boy had become a shell of its former self. In fact, the brand was allowing consumers to tell them who they were—a late night cure for the munchies or, even worse, the place to go when the drive-thru line was too long at the competition. The brand needed to reclaim its position as a category disruptor and appeal to its target audience—young adults, particularly Multicultural & Gen Z consumers.

The following case explains the revitalization of Jack in the Box and showcases our ability to understand and engage our primary growth audiences. By reclaiming its challenger roots, Jack was able to embrace its unapologetic position in a category of legacy QSR brands.