During the 2010 World Cup, Jack in the Box wanted to remain relevant with Hispanic soccer fans, even as other major brands dominated the tournament conversation.

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The idea was to turn one of the brand’s most recognizable assets, the Jack antenna ball, into Soccer Jack: a character with his own soccer-driven voice, personality, videos, and social presence.

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Soccer Jack came to life through online videos, Facebook interaction, retail activations, merchandising, and in-store materials, giving fans a playful way to engage with the brand during the tournament.

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The campaign helped drive one of Jack in the Box’s strongest periods of social media growth, adding thousands of followers and supporting increased store traffic.

 

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Role: Creative Direction / Concept Development / Bilingual Copywriting / Social Media

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Campaign Focus: World Cup Engagement / Brand Character / Hispanic Market

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Media: Online Video / Social Media / Retail Activations / Merchandising / In-Store POP