Problem How can Jack in the Box connect with its target audience on the release of the new Spicy Chichen Strip Combo? Solution By creating a unique campaign that engaged consumers through multiple channels. Background The Quick Service Restaurant (QSR) is an extremely competitive industry where brands need to find new ways to win consumers. This has led to various tactics being deployed from QSR brands, including an all-out-value war. Jack In The Box (JITB) finds itself at the very heart of this battle, and so the out of home plans need to be fueled by data, innovation and creativity to ensure a strong return on investment. JITB’s new product, The Spicy Chicken Strips Combo, was the main focal point of the campaign. By demonstrating value and jolting key consumers’ sens

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