Jack in the Box is on a quest to be one of the top three burger restaurants by 2020. To launch this initiative, the character Jack has embarked on a legendary quest for a better burger. The first stop on this journey, the Buttery Jack, established a whole new burger experience for this iconic brand. Debuted at the Super Bowl, everything about this launch had to be legendary down to the coupon. The World’s Largest Coupon was a major step in this new journey toward becoming a legendary brand. By garnering hundreds of millions of impressions, our 2,000-square-foot coupon succeeded in promoting the Buttery Jack, with press coverage helping to differentiate our burger from competitors’. Photos of the coupon, which were valid for redemption, spread across the social media landscape, amplifying the success of the event and elevating the Buttery Jack to new and exciting heights.

Amid hundreds of food launches by competitors, gaining traction for our new burger would be difficult. To break through, everything we did had to be legendary, from food to ads to coupons. And like all great legends, the story of a record-breaking coupon would be shared with others, inviting trial.

World’s Largest Coupon yielded 263 million total impressions with 215,000 social engagement impressions (likes, shares, comments). We printed one coupon that was redeemed 5,136 times, with 25% of redemptions outside of Los Angeles. Compare this to the typical coupon that is redeemed at a rate of less than 5%. The Buttery Jack became the most successful burger launch in the history of Jack in the Box, with an average of 11% of overall weekly sales — doubling the restaurant’s projection.

Instead of making a “clippable” coupon, the World’s Largest Coupon became an incentive but also an experience, something that could be shared with others.

On March 25, 2015, the giant coupon was redeemed in the drive-thru of a Jack restaurant. After redemption, Guinness World Records certified it as the world’s largest coupon at 80 feet by 25 feet. Then, the coupon was raised on the side of the W Hotel in Hollywood for seven hours, where people could take a photo and use the picture at any Jack in the Box for their own deal. Consumers were also encouraged to share the photo through their social media channels so that those who weren’t able to see the coupon in person could still redeem the photo at Jack in the Box restaurants across the nation during a seven-day window.