Jack in the Box Plays Word Games

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LOS ANGELES Some might dismiss Jack in the Box’s oblique association of the words “angus” and “anus” as a stab at crude humor.

Not so, says Secret Weapon Marketing CCO Dick Sittig, who views the strategy as an offbeat way to take on McDonald’s and Burger King—or any competitors that tout using angus beef in their burgers.

Two 30-second spots broke this weekend, touting Jack in the Box’s new sirloin burger.

In “Chuckles,” a demure company executive can’t figure out why her colleagues in the boardroom, including chairman Jack, double-up with laughter at her presentation on the competition’s angus burgers.



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