JACK IN THE BOX:
Over 60% of people on TikTok talk about food on the platform. So to get them talking about our new food, we partnered with the biggest celebrity and foodie on app, Jason Derulo.
Every time Jason Derulo Hits another million followers on TikTok, he celebrates by making videos of outrageous food concoctions he's dubbed "Milli Meals". So we hit Jason with a proposal. When he hit his 45 millionth follower, instead of making another Milli Meal, why not open an entire Milli Restaurant with Jack in the Box instead. Jason agreed.
With the pandemic going on, we kept our restaurant strictly virtual, letting anyone in the LA area order from our site. The menu was a mix of campaign products as well as brand new Jason concoctions using Jack ingredients (like the Burgeraco, a Jack taco inside a burger).
Client: Jack in the Box
Role: Art Director