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Jack in the Box – Soccer Jack

Engaging Hispanic soccer fans during the 2010 World Cup

During the 2010 World Cup in South Africa, Jack in the Box aimed to connect with its Hispanic customers, who are passionate about soccer and often opt for quick meals to maximize game-watching time. Recognizing that McDonald's was the tournament's global sponsor, we sought a unique way to maintain brand presence and resonate with our target audience.

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We transformed the iconic Jack in the Box antenna ball into "Soccer Jack," a character with a distinct voice and personality centered around soccer. Soccer Jack came to life on a dedicated Facebook page, sharing thoughts, posting videos, and interacting with a growing online community. Fans were encouraged to engage by posting comments, photos, and videos, fostering a vibrant and interactive platform.

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This initiative led to one of Jack in the Box's most significant social media growth periods, adding thousands of followers and driving increased foot traffic to stores.

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Media Channels

Online videos, retail activations, merchandising, in-store POP displays, social media

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My Role
Creative Director / Concept Development / Bilingual Copywriting

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Let’s work together

© 2025 Manolo Vargas, LLC

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