Breaking the fourth wall of fast food marketing
There’s something clever happening over at Jack in the Box, and it goes far beyond late-night tacos or cheeky mascots. It’s a shift, not just in advertising, but in how brands are choosing to show up where people are. You might’ve caught it if you’ve watched an episode of Hot Ones Versus recently, or tuned into a podcast on a late-night walk.
Jack in the Box’s So Munch More campaign is making its presence known, not with a flashy billboard or back-to-back commercials, but by dropping right into the content people love. The mascot isn’t just selling burgers anymore; he’s showing up on YouTube, sliding into podcasts, and popping up in the middle of conversations, always right at the moment people crave something… munchy.
That’s the genius of it. Instead of shouting from the sidelines, they’ve made themselves part of the show.
A campaign that doesn’t feel like a campaign
At first glance, the commercials feel quirky, people blurting out the word “munch” instead of “much,” and then, right on cue, there’s Jack Box with food in hand. It’s goofy. It’s unexpected. And that’s what makes it work. The campaign isn’t just playing on the brand’s menu variety; it’s anchoring itself to a familiar moment: craving something delicious and slightly absurd after a long day.
But where Jack in the Box’s campaign really stands out is what happens after those commercials. Instead of stopping at TV spots, the brand blends itself into the culture. Not just with product placements, but with what feels like surprise cameos. For example, rapper Doechii’s appearance on Hot Ones Versus, where Jack’s mascot makes a totally unexpected (and kind of hilarious) entrance, wasn’t just advertising. It was entertainment.
This kind of approach hits differently because it doesn’t feel forced. It’s not trying to interrupt your viewing experience; it’s trying to be part of it.
The secret sauce: cultural immersion
Jack in the Box isn’t the only brand trying to reach Gen Z and millennial consumers, but they’re doing it with an unusually good grasp of what “relevance” actually means. Instead of over-polishing their message, they’re letting it breathe in unexpected spaces, like podcasts (Call Her Daddy), bilingual digital media outlets, and YouTube shows.
What they’ve nailed is the balance between surprise and comfort. You don’t expect a fast food mascot to show up in your favorite content, but when he does, it somehow fits. It’s this kind of approach that makes people pause, smile, and most importantly, remember.
Here’s the kicker: This isn’t just about fast food. It’s about how brands of all sizes, even solopreneurs, can think beyond traditional advertising. Jack in the Box’s So Munch More campaign is proof that cultural presence, not just product push, is what gets people to care.
How smaller brands can take the same path
You don’t need a massive media budget to do what Jack in the Box is doing. What you do need is awareness. Are your customers spending time on TikTok? YouTube? Podcasts? Wherever they are, the key is showing up with something that feels like a gift, not a sell.
And timing matters. Just like Jack Box shows up when someone accidentally says “munch,” your brand needs to step in when it’s welcome, not interrupt. Maybe that looks like a meme on the right trending hashtag, or a guest spot on a niche podcast. Maybe it’s collaborating with a local artist or creator who already has your audience’s ear.
Jack in the Box’s So Munch More doesn’t rely on just one medium. It stretches across touchpoints, such as TV, digital, and audio, all while keeping its tone consistent. That’s what builds trust and recognition. And for brands that don’t have the luxury of a national campaign, consistency is what makes your message stick.
Why this works (and why it will keep working)
Here’s a stat that speaks volumes: According to a study by Kantar, over 70% of Gen Z consumers say they “actively avoid” traditional advertising. That’s a problem if your strategy still relies on banner ads and pre-roll videos. But what Jack in the Box is doing bypasses that wall altogether.
By showing up where people are already tuned in, and doing it entertainingly, they’ve earned attention without demanding it. That’s no small feat.
Jack in the Box’s So Munch More campaign doesn’t need to fight for relevance because it’s built to feel relevant. It’s playing the long game, where cultural connection is more valuable than click-through rates.
For brands trying to do more
Whether you’re a startup, a local shop, or an established business looking to refresh your brand, there’s a big lesson here. A good marketing strategy isn’t about shouting louder; it’s about showing up smarter.
Jack in the Box’s So Munch More campaign shows that people don’t want to be sold to; they want to be entertained, understood, and maybe even surprised once in a while. When you find ways to become part of your audience’s world, you don’t just sell a product. You become part of the story.
And that’s how brands stay top of mind, even long after the craving’s gone.
FAQ’s
1. Do I need to be on every platform to get noticed?
Not really, just figure out where your people hang out most and show up there consistently with stuff they’ll like.
2. How can small brands make content that feels less like an ad?
Try making something fun, helpful, or weirdly relatable. If it feels human, it doesn’t scream “marketing.”
3. What’s the trick to staying relevant without spending a ton?
It’s less about money and more about timing, showing up at the right moment with something that makes sense.