Jack in the Box was launching new chili-themed products many months into Covid. The perfect comfort food meals to enjoy while stuck at home. We had to position these traditional flavors in an untraditional light and show the levity and fun behind them in a way that only Jack in the Box can.

To create buzz around these new comfort food meals we decided to create the perfect comfort attire to eat it in. Jack celebrated the at-home comfort lifestyle by teaming up with Diamond Supply to launch his new and first of its kind, Eat-Leisure apparel. Designed for at-home dining in style, the tracksuit set included special features like a built-in sauce pocket and reflective graphics for late night shenanigans.

Target Audience: Primarily Millennial Zoomers with a slight skew towards men

Insight: Comfort Is In

Research: Deep in the middle of the pandemic, people were ditching being put together and perfect for feeling comfortable and happy. Athleisure accounted for 20% of all online apparel purchase and the average viewers’ streaming time had increased by 4 hours during Covid-19. Our consumers were over-indexing on salty and sweet snack purchases, and enjoying the messy wonder of comfort foods like chili. It became clear that comfort doesn’t have to be perfect, it just has to make us feel good.

Strategy: Shamelessly indulge in comfort

In broadcast we showed our new stay-at-home, lounge-life reality with the fun and style drawn from the visual language of music videos and TikTok, all set to an ultra-modern, ultra-catchy remix of a classic song. Fans quickly started asking for the apparel! So in social we launched our eat-leisure clothing line in collab with the skate brand legend Diamond Supply Co. We took a modern sweatsuit silhouette and fine-tuned it with collab branding and features like reflective 3M fabric for late night munchie runs and special sauce pockets for our spice fanatics. All together, the campaign seamlessly and stylishly reflected our world and created its own reality.

10.3M Impressions

37% more entries than the category benchmark on NTWRK

387K Episode videos in two days on NTWRK

80K+ Impressions and 1K+ actions taken on stories