In 1993, a food poisoning outbreak that killed four people traced back to a Jack in the Box fast food restaurant in Seattle, Washington. Jack in the Box's business came to a screeching halt and the company almost went bankrupt due to all the unrelenting bad press. Jack in the Box decided to bring out its secret weapon (literally) and hired Santa Monica based Secret Weapon Marketing to come up with a solution to get them back on their feet. In 1995, the Jack in the Box campaign begain and has been uninterrupted ever since. Sales responded immediately to the campaign and revenue continues to increase. Today, Jack in the Box has regained their loyal brand following and is the fifth largest national burger chain. The Jack in the Box campaign "Sirloin vs Angus" recently won a Gold Effie in the Fast Food/Casual Dining/Restaurants category. This tv spot below, part of the "Sirloin vs Angus" campaign, highlights the quality of Jack in the Box's Sirloin Burger by using humor and a play on words to differentiate it from several competitors who offer Angus burgers. The commerical throws in a few jokes such as when Jack says "For those of you that are not from Texas...that's the Sirloin area" which makes every Texan and every non-texan for that matter giggle. The most effictive/funniest part of the commerical however is when one of the employees says to Jack, "Our competitors serve Angus burgers...can you point to the Angus" and Jack stares at the butt of the cow diagram and says "I'd rather not." By associating Angus with Anus....WHO in there right mind would go to a competing burger restaurant and order an Angus burger? Jack in the Box's sirloin burgers 100% defeats Angus burgers as a result of this TV spot.
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