When Michele Zwillinger told ad agency executives at Wells, Rich, Greene (WRG) that customers didn’t truly believe that Jack in the Box was changing its menu and quality, it opened them up to understanding the real reason for lack of consumer confidence.
Zwillinger advised WRG to send a strong message that would wake up fast food consumers and convince them that this time Jack in the Box really meant what they said. “Do something drastic so they will have to believe you this time. Give them a reason to willingly suspend their disbelief,“ Michele suggested.
In response, WRG developed a new campaign, using research to test it. When it tested so strongly, they ran the campaign in which the beloved Jack in the Box clown was famously blown up.
The initial commercial beat all prior day-after-recall scores for fast food restaurants. It also reinforced the agency’s relationship with Jack in the Box management and secured WRG’s position as agency of record for many years. All as a result of having researched their customers and prospects.
Most important, blowing up the clown sent customers a credible signal that this time things were really changing. Management reinforced the new image—supporting a change in the atmosphere and store design. They also instituted an employee education program and committed to updating menu items on a regular basis. Not surprisingly, store traffic began to build.
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