I used to live on the Left Coast, and like a lot of LA residents, I was familiar with the fast food chain known as Jack in the Box. My girlfriend at the time, who grew up in 90210 and had a father who ran a French restaurant, couldn't stand the place. She called it "Gag in the Bag."
My ex had a point. The food was cheap but it kinda sucked. Jack in the Box bosses eventually agreed and decided to bump up quality ... bigtime.
Their marketers knew Angelinos (and others) would be more than a little skeptical. After all, millions of 'em had grown accustomed to the substandard standards of the decades-old chain with the iconic mascot.
Jack's courageous marketing group went with an idea as dramatic as the menu changes. It worked. The advertising campaign helped turn around the moribund chain.
Let us know what you think of the explosive video. And check out their controversial new logo. Jack in the Box managers must be eating this up.