RESTAuRANTS — STANDARD
GoLD WINNER
RESTAuRANTS — STANDARD
SILvER WINNER

Jack in the box
burger King

JACK IN ThE box Terri Graham Andrea Shuff Patti Foley

Sr. VP-CMO Mgr.-Creative Devel. Dir.-Media & Merch.

SECRET WEApoN MARKETING Joanne O’Brien Group Acct. Dir. Jed Firestone Asst. Acct. Exec.

hoRIZoN MEDIA Barbara Thompson Michaela Krams James Fujii

Sr. VP-Mngng. Dir.

Brand Group Dir.

Brand Planning Dir.

JAC CoMMuNICATIoNS

Julie Cordua Founder

ApoLLo INTERACTIvE

Lauren Perley

Acct. Mgr.

buRGER KING Brian Gies Claudia Lezcano Chris Furse Ivette Alonso

VP-Mktg. Impact Dir.-Advt. Mgr.-Advt. Mgr.-Digital Media

CRISpIN poRTER + boGuSKy
Laura Bowles Part.-Group Acct. Dir.
Mason Reed VP-Acct. Dir.
Blair Jaffe Mgmt. Super.
Aileen Echenique Content Super.
Colin Drummond VP-Dir., Cultural & Bus. Insights
Ashley Alsup Group Dir., Cultural & Bus. Insights

vML
EDELMAN
WhAT WouLD ThE WoRLD bE LIKE WIThou T JACK?
The 15-year-old Jack in the Box ad campaign was seeing declines
in ad awareness, and the brand was suffering from a lack of loyalty
and differentiation. Social media was changing the way consumers
interacted with brands, and there was concern about the Jack
campaign. The company wanted to generate buzz around the
brand, re-engaging customers and communicating that Jack in
the Box offers its entire menu all day. The campaign proved that
Jack is still relevant today and that consumers want to participate
in the brand. Loyalty levels are at an all-time high, and ad aware-
ness returned to levels of earlier years.

WhoppER SACRIFICE

Coupons can cheapen a brand. Essentially, someone is being paid to consume a product, and the Burger King Superfan knows this. The chain wanted to reach out to this younger, passionate fan and distribute free Whopper sandwiches in a way that made them value the Whopper more, rather than less. This campaign challenged them to prove their love for the Whopper by openly sacrificing 10 of their Facebook friends. As the love and loyalty for the Whopper was put to the test, Facebook acknowledged it had a serious problem on its hands.