Apollo Bows Jack in the Box Effort | Adweek
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Apollo Bows Jack in the Box Effort

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NEW YORK Apollo Interactive has launched a new campaign for Jack in the Box to support the fast-food chain's value menu and the introduction of its new 99-cent sandwiches.

The online campaign alternates humorous photographs such as a 20-something getting his arm caught in a vending machine with images of the restaurant's chili cheeseburger and junior bacon cheeseburger to illustrate that "There"s eating cheap," and then "There's eating cheap with Jack."

The ads, aimed at 18- to 49-year-olds, will run for 30 days in the Houston and Los Angeles markets on portal, music, gaming and sports sites, including MP3.com, Yahoo Music, Excite, Maxim Online and MTV.com.

Apollo Interactive has worked with the San Diego-based client since 1997 on assignments such as CarnivoresFootball.com, a microsite that follows a fictional football team owned by the chain's "founder," Jack.

"The Internet allows the client to extend their reach to light television viewers," said John Bohan, head of the Internet media and marketing department at Apollo. "We were able to take the sarcasm and tonality of the [offline] commercials and transfer that humor online. We wanted to come up with something original that stayed with the theme."

Bohan, the former CEO and president of L90 (now MaxWorldwide), joined the Culver City, Calif.-based i-shop in November.

One of Jack in the Box's latest TV spots from Secret Weapon Marketing in Santa Monica, Calif., features a man eating leftovers from a room service tray in a hotel hallway.

The budget for the online effort was not disclosed.