Jack in the Box

The objective

Launching a new product to market

Jack in the Box is an American fast food restaurant dedicated to becoming a leading provider in fast food services. When the company launched its new limited-time offer, the Spicy Cluck Sandwich, the brand turned to TikTok to find a high-impact solution that could reach and target their customers regionally.

The solution

Driving awareness with a Reach & Frequency campaign

To drive awareness and consideration for the Spicy Cluck Sandwich, Jack in the Box ran a one-day Reach & Frequency campaign. Reach & Frequency (R&F) is a campaign buying type on TikTok Ads Manager that lets you control the audiences you reach and the number of times they are exposed to your ad messaging before delivery. With their R&F campaign, Jack in the Box created a campaign that maximized their budget to get the most amount of people to engage with their content.

To create the campaign creative, the brand partnered with creators they had a history of collaborating with to keep their content consistent. The brand shot their creative natively, making the content specifically for TikTok. It followed TikTok-first best practices of breaking the 4th wall, introducing the product early, utilizing upfront branding and sound, and keeping content to ~15 seconds. The campaign leaned into what makes the TikTok platform unique and different by breaking the 4th wall at the beginning of the video. This fun and dramatic tactic captures the audience's attention immediately, and by concluding the content with a strong call-to-action, the ad successfully directed consumers to try to their new sandwich.

Finally, to ensure the appropriate target audience, Jack in the Box leveraged TikTok's location targeting option, Designated Market Area (DMA) geo-targeting, so that the ads reached users in cities with Jack in the Box restaurants.

The results

Jackpot!

Jack in the Box's dynamic Reach & Frequency campaign sparked excitement around the Spicy Cluck Sandwich, encouraging consumers across the nation to find their local chain to taste this LTO.

The campaign successfully drove consumer awareness and consideration, delivering a 63% more efficient CPM and generating 110K incremental store visits. Additionally, Jack In The Box saw a statistically significant Brand Favorability lift of +7.3.

Inspired by the success of this campaign, Jack in the Box has run 10+ R/F campaigns since. In the future, the brand will continue to eagerly test and learn from new TikTok product offerings.