Jack in the Box thinks consumers will love its new BLT Cheeseburger so much they’ll want to marry it—at least that’s the premise of the quick-service restaurant chain’s regional Super Bowl ad and corresponding campaign.
The 30-second spot opens with a young guy telling his mother that he’s getting married. When she asks who’s the girl, he replies, “It’s not a girl; it’s bacon.” The camera then pans to the man planning the wedding and, inevitably, at the altar with a veil-and-tiara-adorned BLT Cheeseburger. “You may now eat the bride,” says the priest.
Joanne O’Brien, group account director at Jack in the Box’s creative agency Secret Weapon Marketing, said the concept was borne out of “this whole idea of talking the way kids [speak] with one another and say, ‘Well, if you love it so much, why don’t you marry it?’”
Consumers across 30 markets in 20 Western and Southern U.S. states—including California, Texas, North Carolina and Indiana—will see the spot’s debut during the game, but members of the Jack’s Secret Society email list will receive a note linking to the full ad on Friday (Feb. 2). Jack in the Box will run the spot through April.
As with many Super Bowl advertisers, Jack in the Box’s promotion isn’t limited to the TV spot. The ad will promote the Twitter hashtag #marrybacon and drive consumers to a dedicated microsite, Marrybacon.com—with the site experience varying depending on how consumers access it. Desktop users will be able to upload their photos to see what their baby would look like if bacon were the other parent. Mobile and tablet users will be able to press their thumb on the touchscreen to gauge their love of bacon. Both sets of users will be able to view the TV ad on the microsite.
John Gross, strategist and account director at Jack in the Box’s newly hired digital agency StruckAxiom, said the digital campaign focuses on extending the TV ad’s story line beyond the wedding, pointing to the Bacon Baby Web app as an example.
Nick Fletcher, dvp of marketing communications at Jack in the Box, added the chain chose a digital heavy rollout because it is trying to attract younger fast-food consumers while also hopefully improving its social communications with consumers.
“Our founder Jack…has a very popular Facebook page and Twitter following, but we’ve not been very good at two-way conversation,” said Fletcher. “So we wanted to have a lot of opportunities for people who go to the sites to share things. This is the first time we’ve really done a lot of that.”
Consumers will be able to share to Facebook or Twitter content such as Bacon Baby images, bacon love meter results and animated GIFs created by StruckAxiom.
Jack in the Box will house the TV spot on its YouTube channel and will be supporting the campaign with out-of-home and online display ads. Fletcher declined to state the campaign’s cost.