Jack In The Box Film The Great Ribeye Challenge by David&Goliath

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The Great Ribeye Challenge

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Industry Fast food
Media Film
Market United States
Agency David&Goliath
Chief Creative Officer Bobby Pearce
Associate Creative Director Sheldon Melvin, Matt Kappler
Executive Creative Director Steve Yee
Art Director Sheldon Melvin, Jennifer Yee

Copywriter Chase Doutre, Matt Kappler
Production Caviar
Director Zach Math
Production Lucky 21 USA
Director Tom Ryan
Released October 2017

Credits & Description

Client: Jack in the Box - Ribeye Burgers
Chief Marketing Officer: Iwona Alter
Director, Marketing Communications: Adrienne Ingoldt
Integrated Marketing Communication Manager: Heywood McGuffee
Integrated Marketing Communication Manager: Sheena Dougher
Manager, Digital Communications: Rah Mahtani
PR and Social Media Specialist: Morgan Higgins

Agency: David&Goliath, LA 

Founder & Chairman: David Angelo
Chief Creative Officer: Bobby Pearce
Executive Creative Director: Steve Yee
ACD / Art Director: Sheldon Melvin
ACD / Copywriter: Matt Kappler
Art Director: Jennifer Yee

Copywriter: Chase Doutre

Director of Broadcast Production: Paul Albanese
Agency Executive Producer: Karen Jean
Broadcast Producer: Leticia Martinez

Broadcast Producer: Jessica Gardner

Account Director: Dominique Branham
Account Director: Richard Henderson
Account Supervisor: Natalie Holloway
Assistant Account Executive: Shannon Stucke
Account Coordinator: Olivia English
Senior Project Manager: Mark Diaz
Project Coordinator: Maddy Bendetti

Executive Director of Business & Legal Affairs: Rodney Pizarro
Associate Business Affairs Manager: Travis Kohler
Chief Strategy Officer: Wells Davis

Associate Group Strategy Director: Donesh Olyaie
Senior Social Strategist: Natalie Gomez

Strategist: Justine Basil

Production Company: Caviar

Director: Zach Math

Director of Photography: Tim Hudson

Executive Producer: Michael Sagol/ Jasper Tomlinson/Kim Dellara
Line Producer: Brian Etting

Head of Production: Casey Wooden

Production Company: Lucky 21 Tabletop
Director: Tom Ryan
Executive Producer: John Gilliland
Line Producer: (Tabletop): Chelsea Nollner

Editorial House: Spinach LA

Editor: Dan Bootzin

Assistant Editor: Charla Barker

Producer: Patricia Gushikuma/ Cristy Torres

Color: CO3

Colorist: Sean Coleman
Color Producer: Matt Moran

Visual Effects: Fell Visual Effects

VFX Supervisor/Lead Flame Artist: Russell Fell
Flame Artist: Michael Do

CG Artist: Oliver Macready

VFX Executive Producer: Rachel Koch

Mix Facility: Margarita Mix

Sound Designer/Mixer: Nathan Dubin
Published: October 2017

Jack in the Box Introduces Fast Food’s First-Ever Ribeye Burger in New Campaign by David&Goliath

Known for an iconic menu that continually challenges the QSR industry with new and innovative offerings, Jack in the Box has once again raised the bar by creating fast food’s first-ever 100% Ribeye beef burger. In a new integrated campaign by David&Goliath, Jack is challenging everyone to come try this new premium burger – including people who may work for his competitors – since this is the one burger you can only get at Jack in the Box. 

Launching today, the centerpiece of the campaign is a :30 TV spot titled "The Great Ribeye Challenge" where we find Jack Box sitting at a five-mile-long dining table in the middle of nowhere. He lets us know that he’s introducing fast food’s first-ever Ribeye burger and he’s inviting the whole fast food industry to come try it. But they don’t need to worry, he’s got plenty of space, and he’ll blur out their faces to make sure they don’t get in trouble with their bosses. Sure enough, the industry comes a-runnin’. Literally. 

In addition to the :30 TV spot, the campaign includes :15 TV spots that will run on network and cable TV, along with radio and OOH. Touchpoints across social media include a series of videos featuring competitor employees with their faces blurred out, discussing how much they love the burger. There will also be partnerships with Vice and Hulu.

With two different build options featuring this high-quality patty – the new Havarti & Grilled Onion Ribeye Burger and All-American Ribeye Burger – the goal of the campaign is to showcase yet another example of how Jack in the Box routinely challenges category conventions and innovates new and craveable food, and establish Jack in the Box as a restaurant designed to fulfill all cravings, even those that demand a high-quality product that they cannot find anywhere else. Jack Box is reminding everyone why he is known as a character who ruffles feathers and challenges the industry with new offerings. And this time he’s doing it with a big invite and an even bigger table.