In a groundbreaking collaboration, creative studio DOMO teams up with Jack in the Box and TBWA\Chiat\Day to unveil the Smashed Jack, a game-changing burger that challenges fast-food dissenters. Directed by Jonathan Klein, the campaign captures the genuine reactions of skeptics as they taste the Smashed Jack for the first time.
After nearly two years of development, the Smashed Jack emerges as a quarter-pound patty with crispy edges, thick pickle slices, grilled onion, and Jack in the Box’s signature “Boss Sauce.” The campaign showcases real Jack in the Box skeptics transformed into avid fans after experiencing the Smashed Jack’s irresistible flavor profile.
Filmed under the guise of a marketing research study, participants express their genuine surprise and delight as they sample the Smashed Jack. The revelation that Jack Box himself orchestrated the experiment adds an element of humor and authenticity to the campaign, eliciting laughter and joy from participants.
Working closely with TBWA\Chiat\Day, DOMO meticulously selected on-camera talent from thousands of applicants, ensuring that each taster represented a diverse range of perspectives. Through strategic casting and direction, the campaign captures the genuine transformation of skeptics into enthusiastic Smashed Jack advocates.
Jonathan Klein’s directorial approach emphasizes authenticity, allowing participants to express their unfiltered reactions to the Smashed Jack. Klein’s thoughtful framing and direction create a visually engaging narrative that resonates with audiences.
The “Smash the Haters” campaign, launched in March 2024, marks a significant milestone for Jack in the Box, showcasing its commitment to innovation and customer satisfaction. By challenging preconceived notions and winning over skeptics, Jack in the Box solidifies its position as a leader in the fast-food industry.
With its emphasis on authenticity and humor, the campaign resonates with audiences across digital and direct channels. By showcasing real people experiencing a genuine change of heart, the campaign reinforces Jack in the Box’s reputation for delivering delicious, crave-worthy food.
In summary, Jack in the Box’s “Smash the Haters” campaign represents a bold and innovative approach to marketing, driven by collaboration and creativity. By harnessing the power of genuine reactions and humor, the campaign effectively changes perceptions and wins over new fans of the Smashed Jack burger.
