San Diego-based fast-food chain Jack in the Box has selected Los Angeles-based lifestyle marketing agency Cashmere as its social media and public relations agency, following a two-month review involving 21 agencies.
The assignment includes in-house production of social content across Twitter, Instagram and Facebook; consultation for brand community management; and public relations management.
David&Goliath has served as Jack in the Box’s creative agency of record since 2015, when the brand ended its relationship with Secret Weapon Marketing, the agency Dick Sittig launched around the brand’s business. Jack in the Box appointed Dentsu Aegis Network’s Carat L.A. as its media agency of record in October 2017, following a review that included 15-year incumbent Horizon Media.
According to a statement, the brand selected Cashmere for its “creative and distinctive, social-first approach in targeting the multicultural, multigender and new general market consumer.”
“We’re very excited to have Cashmere join our roster of agency partners,” Jack in the Box vice president, marketing communications Adrienne Ingoldt said in a statement. “What drew us to Cashmere was their culture-hacking insights and their creative ability to approach our consumers and execute campaigns in a non-traditional way.”
Cashmere senior vice president, accounts Rona Mercado added, “Jack in the Box has established a unique brand voice and challenger persona crafted to appeal to an audience that Cashmere Agency is specifically equipped to market. We’re looking forward to working alongside the brand and the breadth of unmarked opportunity to both elevate and evolve how Jack in the Box speaks and connects with their consumers.”
Cashmere began its partnership with Jack in the Box in February, with a digital marketing campaign around the Super Bowl. The brand joins a client roster that includes Netflix, Disney, Marvel, FX and Turner. Cashmere was also recently named multicultural agency of record for BMW.