Jack in the Box
A culture-first social strategy that repositioned Jack in the Box as an internet-native brand — and built the momentum that launched Super Jack'd Monday.
The challenge
Jack in the Box wanted a new approach to social, one that moved away from traditional product marketing and tapped into culture. The brief was simple: make the brand feel like it belonged on the internet. That meant memes. Not polished brand content, but shareable, irreverent, personally relatable humor twisted through the Jack in the Box lens.
The process
Act 1 — The Social Revamp
We leaned into what makes memes work: they're personal, relatable, and impossible to ignore mid-scroll. The creative approach gave Jack in the Box permission to be funny, daring, and unapologetically quirky building a distinct voice that felt native to the platforms rather than advertised on them.
Act 2 — Super Bowl
That strategy became the foundation for Super Jack'd Monday. Using the same cultural playbook, this time with micro-influencers to reach audiences in authentic, platform-native ways. The campaign targeted fans most likely to call out sick the Monday after the game, meeting them with timely, humor-driven creative at exactly the right moment.
The outcome
Successfully repositioned Jack in the Box as a culturally relevant, internet-native brand
Launched Cashmere Agency's AOR partnership with Jack in the Box
Delivered a highly shareable Super Bowl–adjacent moment across digital, social, and influencer video
Press & Recognition:
Adweek - Super Jack'd Monday
Adweek - Cashmere names AOR
Forbes - Jack in the Box: Searching for Social Media Authenticity
Shorty Awards Nomination - Micro-Influencer Strategy
