Situation: For their first-ever plant-based product, Jack in the Box made a faux chicken sandwich. But Jack isn’t known for their chicken...at all.

Brief: Convince people to try Jack’s new plant-based chicken sandwich.

Objective: While people were apprehensive to lower their masks, we gave them a reason to, and try Jack’s plant-based chicken sandwich.

For Jack’s first-ever, plant-based chicken sandwich, we released limited-edition face masks that smelled just like chicken. By tapping into the global reality of mask wearing in a unique and unexpected way, we were able bring the smell of Jack’s new plant-based chicken sandwiches straight to the noses of consumers. We piqued the interest of internet users who needed to know more about the bizarre idea, and literally begged us to be able to get a whiff of our product.

Research: Client research showed that taste and appeal accounted for 57% of purchase intent for customers trying plant-based meat alternatives. The problem was Jack was launching the sandwich during a global pandemic, making sampling of our first plant-based chicken sandwich difficult.

Strategy: Give people a sample sensory experience of Jack’s Unchicken sandwich, in order to prove it’s the real deal.

For Jack’s first-ever, plant-based sandwich, Jack’s Unchicken Sandwich™, we released limited-edition face masks that smelled just like chicken. To launch our face masks, we created a Blind Smell Test which served as a brand piece to get our fans excited. We captured real reactions from people who were blindfolded. This piece served as a teaser to get fans excited for the launch extending our organic reach before the masks even dropped. Thanks to our wide reach of organic PR, from publications like the Washington Post and CNN, and organic celebrity endorsements from Drew Barrymore and Gabriel Iglesias, our face masks were a smashing success, selling out in under 2 minutes.

3 million people flocked to Jack’s website for the mask

2 minutes to sell out, crashing Google’s servers for the site

5.3 billion impressions

250K Social Media interactions

17% above projected sales

‘Best Food Ad of the Month’, and ‘Best Ad of the Week’ Editor’s Picks by Ad Forum