November 16th, 2023, Lesley Simeon
For its Halloween campaign this year, American fast food chain Jack in the Box brought two new listings onto its taco menu and launched its maiden horror-themed short film. The short and related spots were played across a variety of channels such as Hulu’s ‘Huluween’ programming, linear/sports TV and digital video via YouTube, Paramount and Twitch. The campaign also included a loyalty programme-focused activation and an Angry Monster Truck that consumers could reserve for their private Halloween parties.
Did its Halloween campaign help Jack in the Box grab more eyeballs amongst its American audiences?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Jack in the Box’s Ad Awareness score grew the most among 18-to-34-year old Americans following the premier of its horror-themed short. The score - which measures the share of consumers that have noticed a brand’s advertising in the prior two weeks - doubled from 6% on October 13, 2023 (the day the film was launched) to 12% on November 12, 2023. Comparatively, the fast food chain’s Ad Awareness score among the general US population has remained mostly unchanged since last month.
But what is more remarkable is how this spike in Ad Awareness has transitioned into getting more customers on board for Jack in the Box - younger customers to be precise.
Like its Ad Awareness score, Jack in the Box’s Current Customer score has recorded most gains among the 18-34-year old demographic. The score improved four percentage points from 5% on October 13, 2023 to 9% on November 12, 2023.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Jack in the Box’s Ad Awareness score is based on the question: Which of the following restaurant chains have you seen an advertisement for in the past two weeks? Its Current Customer score is based on the question: Have you purchased food or drink from any of the following restaurant chains in the past 30 days? Scores are based on an average daily sample size of 663/3307 US adults between September 1, 2023 and November 12, 2023. Figures are based on a four-week moving average. Learn more about BrandIndex.
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