It’s Jack vs. Martha in This Celebrity Feud of a Super Bowl Campaign

Rivalry pushes Jack in the Box's premium 'Food Truck' sandwiches

Jack in the Box

Jack in the Box has a new line of premium specialty sandwiches called the “Food Truck Series,” and it’s as good as anything Martha Stewart could cook up.

That’s the premise of the fast-food chain’s 2018 regional Super Bowl campaign, in which its eponymous mascot battles the culinary queen in a rivalry that extends from a Super Bowl spot into all manner of hijinks on social media.

Here’s the commercial itself, via agency David&Goliath:

After the spot airs on the Super Bowl, Jack and Martha will begin a Twitter feud with the hashtag #JackVsMartha. It will include the two “shooting barbs back and forth in the form of posts, videos, gifs and even giving out each other’s personal phone numbers,” according to the brand.

There will also be partnerships with BuzzFeed and Funny or Die.

“For this campaign, we wanted to highlight the premium quality of the Food Truck Series and emphasize just how unconventional these sandwiches are for a fast food restaurant,” says Bobby Pearce, chief creative officer at David&Goliath. “The Food Truck Series is a huge leap forward in the QSR category, both in innovation and quality. So we wanted to create a campaign that’s just as innovative and culturally relevant as the sandwiches themselves. And since it’s Jack, it needed to be entertaining.”

Pearce adds: “Everyone loves a good celebrity Twitter feud, so pitting Jack against a culinary icon like Martha Stewart was a great way to get our message across in a fun way that will keep the conversation going across social long after the spot airs.”

With media partner Carat, Jack in the Box will also be testing 6-seconds regionally for the Food Truck Series, which is comprised of the Asian Fried Chicken Sandwich, the Pork Belly BLT and the Prime Rib Cheesesteak. The chain calls the sandwiches “delicious, elevated and totally unprecedented … not something you’d expect to find at a typical fast-food restaurant.”

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CREDITS
Client: Jack in the Box

Agency: David&Goliath, LA
Founder & Chairman: David Angelo
Chief Creative Officer: Bobby Pearce
Executive Creative Director: Steve Yee
Creative Director / Art Director: Robert Casillas
Creative Director / Copywriter: Courtney Pulver
Associate Creative Director / Art Director: Sheldon Melvin
Associate Creative Director / Copywriter: Matt Kappler
Copywriter / Spanish Language: Juan Camilo Bernal
Art Director: Jennifer Yi
Copywriter: Chase Doutre
Social Creative Director: Sara Buschkamp
Social Art Director: Leslie Diez

Director of Broadcast Production: Paul Albanese
Agency Executive Producer: Karen Jean

Global Planning Director: Donesh Olyaie
Senior Social Strategist: Natalie Gomez
Senior Strategist: Janet Shih
Planner: Ethan Rechtschaffen

Group Account Director: Dominique Branham
Account Director: Richard Henderson
Assistant Account Executive: Mollie Norin
Executive Director Business and Legal Affairs: Rodney Pizarro
Business Affairs Manager: Travis Kohler
Senior Project Manager: Mark Diaz

Production Company: Caviar LA
Director: Neal Brennan
Director of Photography: Lyle Vincent
Executive Producer: Jasper Thomlinson
Executive Producer: Michael Sagol
Line Producer: Omar Bustos
Head of Production: Casey Wooden
Table Top Production Company: Lucky 21 (Food/Tabletop)
Tabletop Director: Tom Ryan
Executive Producer: John Gilliland
Line Producer (Tabletop): Chelsea Nollner Sevadjian
Editorial House: Spinach LA
Editor: Brian Gannon (courtesy of Whitehouse Post)
Assistant Editor: Nick O’Neill (courtesy of Whitehouse Post)
Executive Producer (Post): Jonathan Carpio
Executive Producer (Post): Joni Williamson (courtesy of Whitehouse Post)
Executive Producer (Post): Joanna Manning (courtesy of Whitehouse Post)

Color: Company 3
Colorist: Sean Coleman
Color Producer: Matt Moran
Visual Effects: Fell VFX
VFX Supervisor: Russell Fell
Flame Artist: Michael Do
Flame Artist: Brent Gilmartin
CG Artist: Oliver Macready
VFX Executive Producer: Rachel Koch
Mix Facility: Margarita Mix Santa Monica
Mixer: Nathan Dubin

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