Jack in the Box(R) Launches Multi-Week Campaign

News
February 21, 2009

Fate of Iconic Jack in the Box Founder, Jack, Hangs in the Balance  SAN DIEGO–(BUSINESS WIRE)– Jack in the Box®, one of the nation’s largest hamburger chains, kicked off a multi-week marketing campaign during the Super Bowl with a cliffhanger ad that left the fate of famed Jack in the Box founder, Jack, up in the air. While the Super Bowl ad promoted the expansive menu at Jack in the Box and that guests can order anything on the menu, anytime of day or night, it culminated with Jack being seriously injured by a bus and left Jack’s fans wondering what would become of the company’s beloved icon. Within minutes of the ad airing, a special website created to provide updates and news on Jack’s condition – www.hangintherejack.com – crashed for a few minutes when thousands and thousands of people flooded the website. The campaign will roll out over the next several weeks and will include:

  • TV: In addition to the Super Bowl spot, the campaign will feature other television ads to keep Jack’s fans updated on his condition.
  • Online: The core of the campaign resides online at www.hangintherejack.com, which will be the official website for updates on Jack’s condition. Online advertising will drive fans to www.hangintherejack.com. In addition, Jack’s loyal assistant Barbara will take over his Facebook page (http://www.facebook.com/pages/Jack-Box/46895347303?ref=nf#) and Twitter account (www.twitter.com/jackbox) and keep fans up to speed on his health.
  • In-Restaurant: Select in-restaurant merchandising elements will be dedicated to the campaign.

To show support for its famous founder, Jack in the Box will also recognize Jack’s condition throughout a variety of product advertising. For more information and regular updates on Jack’s condition, visit www.hangintherejack.com, join Jack’s page on Facebook athttp://www.facebook.com/pages/Jack-Box/46895347303?ref=nf# or follow his condition on Twitter at www.twitter.com/jackbox. About Jack in the Box Inc. Jack in the Box Inc. (NASDAQ: JACK), based in San Diego, is a restaurant company that operates and franchises Jack in the Box® restaurants, one of the nation’s largest hamburger chains, with more than 2,100 restaurants in 18 states. Additionally, through a wholly owned subsidiary the company operates and franchises Qdoba Mexican Grill®, a leader in fast-casual dining, with more than 450 restaurants in 41 states and the District of Columbia.   Source: Jack in the Box Inc. Jack in the Box Inc. Brian Luscomb, 858-571-2291 DVP, Corporate Communications brian.luscomb@jackinthebox.com

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