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Hitting the Jackpot
In 1995, Chiat/Day resurrected Jack in the Box’s clown icon, turning him into a charismatic CEO. The brainchild of Dick
Sittig–who now works out of his Kowloon Wholesale Seafood Co.–Jack has proven to be the perfect advertising springboard for the once-troubled hamburger chain.
By Angela Dawson
THE BRIEF
In 1994, Foodmaker Inc., franchisor of Jack in the Box restaurants, yanked its $38 million account from Los Angeles-based Cohen/Johnson, its agency of eight years. The action came on the heels of a management restructuring and growing competitive pressure from national and regional fast-food chains.
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