There are some agencies and brands who talk a good game about being progressive in their approach to branding. But the creative work never quite gets there. Then there are agencies and brands who talk that game, walk that walk and get us there and more. This would be the case with Jack in the Box and its AOR TBWA\Chiat\Day.
Only this time, it’s the agency and brand have us running for our lives!
The QSR now is gearing up for a spine-tingling Halloween campaign that includes the release of the brand’s first-ever horror short film, Feeding Time, scheduled for debut today, Friday, October 13. This campaign not only marks the return of Jack’s notorious Monster Tacos but also introduces a new product: Angry Monster Tacos.
Crafted by seasoned Hollywood horror writers responsible for hit productions like Servant, Saw, and American Horror Story: 1984, Feeding Time embraces the essence of my favorite time of year, Halloween—spooky scares, eerie costumes, and ghoulish fun.
In a departure from its usual humorous tone, Jack in the Box decided to embrace the unruly side of the holiday season. As a brand with an unruly streak, the concept of marrying Halloween and the horror genre was the perfect fit. Jeff O’Keefe, Creative Director at TBWA\Chiat\Day LA, stated, “This is different – and a first – in that it is downright unnerving, genre-inspired content from a brand that’s tonal wheelhouse has always been humor.”
The campaign features Jack Box, the company’s CEO, in various roles. He takes on the role of a spokes-CEO in TV ads, navigating the spooky Halloween environment while promoting his tacos. The horror short sees Jack making a thrilling cameo, confronting death with his common sense and quick wit. Watch below:
The campaign also released a terror-rific poster for the short:
REELated:
Feeding Time, was written by Hollywood-experienced horror writers Marcus Dunstan, Asha Michelle Wilson, Patrick Melton, and Kara Lee Corthron, known for their contributions to projects like American Horror Story: 1984, Servant, and the Saw film franchise. Marcus Dunstan also directed the horror short.
The campaign comprises a 360-degree approach, featuring a :30 Monster Taco Live Action spot for Hulu/Huluween, two :15 Monster Taco spots, :15 & :06 food spots for all LTO (Limited-Time Offer) products, and the eight-minute horror short.
The horror short will be available on Jack in the Box’s YouTube channel and other social media channels. A hidden code in the horror short will offer the first 1,000 members of the Jack Pack who discover it two free Monster Tacos or Angry Monster Tacos with purchase, exclusively on the Jack app.
The “Feeding Time” campaign extends to real life as Jack in the Box introduces the Angry Monster Truck to the public, which will roam the streets of LA on Saturday, October 21. Fans will also have the opportunity to book the truck for their own Halloween parties, with reservations opening on October 24 via Resy.
Jack in the Box’s Halloween campaign delivers a thrilling blend of horror and humor, a departure from their usual comedic approach, offering customers an unruly Halloween experience.
The campaign will air exclusively on Hulu/Huluween and on Linear/Sports TV, Premium Streaming, and Digital Video Partners like Hulu, YouTube, Paramount, and Twitch.
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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on X at @colinthewriter1
