To own our new whitespace, 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.

So, to breathe life into Brunchfast, we decided to literally bring them to life via a physical manifestation of Brunchfast that showcased this intersection of brunch ingredients and that there was no longer a “wrong time” to enjoy them.

We unveiled Brunchfast in an inspired way by creating a multi-sensory experiential installation at ComplexCon. The interior included interactive, touch-sensitive imagery, scenes that celebrated various Brunchfast products that transitioned from day to night, and maple syrup aromatics to play up the sweet and savory aspects of Brunchfast. The exterior featured life-sized Brunchfast shaped floaties and a nostalgic ball-pit that brought the craveable experience together.

To scale the activation, we created a first-to-market bacon-scented Google Cardboard viewer that paired with our Brunchfast 360° video, circulating thousands of these cardboards through a social influencer giveaway at the event. We enlisted a star of our 360° video, Daym Drops, to take over Jack in the Box’s Snapchat and capture on the ground ComplexCon content. To further extend our reach, we created a custom Brunchfast Snapchat filter that was available to users during the event and negotiated an effective media buy across Complex Media digital properties.

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. At ComplexCon, over 1,500 people visited and engaged with our on-site installation, and our amplification efforts resulted in an additional 2MM+ impressions. Our 360° video was watched by over 67MM people and garnered 102MM impressions.

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.