Jack’s Sirloin Ads Win Gold Effie
SAN DIEGO — When Jack in the Box introduced its 100% Sirloin Burger last year, it caused a few ripples in the quick-serve industry. Not only did they introduce the first all-sirloin burger offered by a major fast-food chain, they also unleashed a clever advertising campaign that caught the attention of consumers and the competition. This week, the New York American Marketing Association awarded Jack’s “Sirloin vs. Angus” ad campaign with the Gold Effie Award in the Fast-Food category. The advertising campaign, which included television, radio and print ads, highlighted the high-quality of the chain’s 100% Sirloin Burger by using humor and a play on words to differentiate it from several competitors who offer Angus burgers.
“Our ads promoting the 100% Sirloin Burger really resonated with our guests and were very effective in driving traffic to our restaurants,” said Terri Graham, senior vice president and chief marketing officer for Jack in the Box Inc. “It was a very successful campaign and it’s extremely gratifying for it to be recognized with a gold Effie award.” The 2008 Effie Awards recognize creative achievement in meeting and exceeding an advertising campaign’s business and sales objectives. – Source: JITB / Effie.
Editor’s Note: I recently reviewed Jack’s BBQ Bacon Sirloin Burger. Good stuff.
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