To own our new white-space, we focused in on what made Brunchfast special. Brunchfast combined classic breakfast flavors with lunchtime favorites. It was the unique juxtaposition of sweet and savory, resulting in innovative menu items such as The Brunch Burger – a bacon cheeseburger sandwiched between two delicious croissants. But instead of only being reserved for weekends, Brunchfast was made available 24/7 so that brunch lovers could satisfy their cravings any time on any day.

When trying to determine how to bring consumers the excitement of the first-ever Brunchfast menu, we decided there’d be no better way than to bring them into the very mind of its creator. So, we took consumers inside the mind of Jack himself as he dreams up the surreal and whimsical world of Brunchfast.

BrunchfastVision360 is a 360° music video that transports viewers inside the fantastical mind of CEO Jack and takes them through a series of themed worlds inspired by the Brunchfast menu. Social foodie influencers Bart Baker, Daym Drops and Josh Elkins (combined audience of 13MM+) star in the video, lending their credible voices and unique personalities. Throughout the video, Brunchfast menu items are playfully showcased within the mesmerizing scenery, giving viewers an abundance of 360? stimuli to explore. The video moves from day to night, showing viewers that Brunch cravings will now be satisfied all day long. We distributed our 360° video across major digital platforms such as YouTube, Facebook and Twitch, with a first-to-market 360 ° video banner running across millennial pop culture and lifestyle environments.

But as everyone knows, brunch is a multi-sensory experience–you don’t just see the bacon; you smell the bacon. We mirrored that visceral sensation by creating a first-to-market custom bacon-scented cardboard viewer so that users could smell delicious bacon as they were watching the video. To give our 360-video scale, we circulated our scented cardboards to thousands of social influencers through a giveaway at the inaugural millennial-focused event ComplexCon, paired with an interactive live installation.

Brunchfast has proven to be one of Jack in the Box’s most successful launches in history. In just 5 short weeks, our campaign contributed to consistent positive YOY sales increases (quite an accomplishment in a category with flat YOY sales!)

Brunchfast dominated social conversation and captured the attention of our coveted millennial audience. The 360-video garnered 102MM impressions, 67MM total video views, and a 93% video completion rate. Moreover, BrunchfastVision360° was the highest driver of likes, organic shares and YouTube subscribers of all JIB’s YouTube videos.

Importantly, the overall campaign contributed to a 10.3% lift in product awareness, an 8.3% increase in overall visits (compared to unexposed consumers), and a whopping 18.4% lift in visitation intent