Jack-in-the-Box's Mini Sirloin Burger advertising strategy and analysis

Marketing

Advertising is part of the marketing mix that is designed to persuade a consumer to purchase something. Of course, there are many ways of doing this, and the "science" of this media has certainly evolved in the last century. Advertising is subliminal, sophisticated, pervasive, covert, overt, and a seminal part of the contemporary world. Advertising is particularly important within the market niche of fast food -- particularly when a company tries to compete with the giant mega corporations of McDonald's, Taco Bell, and Wendy's. Jack-in-the-Box, founded in 1951, has over 2,100 locations that primarily serve the western part of the United States. The e coli scare of 1993 hurt the company, which lost millions of dollars as a result. However, after the scare, the company came out with a new marketing strategy, menu add ons, and a number of safety issues designed to assure the public of the restaurant's safety (See, for example, "Jack in the box," 2009).

Jack in the box Mini Sirloin Burger Commercial -- to launch a new product, the Mini Sirloin Burger, Jack in the box turns towards a combination of humor, anachronism, and disproportion, the audience is drawn into -- "Oh my, look at that." The ad is not serious, but it is meant to be discussed, meant to be remembered. The idea that the "mini-burger" would come from a mini-cow, rustled by a mini-wrangler on a mini-horse, but still have the taste of the maxi. Thus, no difference in taste, but now on the bandwagon for the "slider." The Table below represents the analysis of the commercial from a Marketing/Advertising Perspective:

Issue

Type

Notes

Message Strategy

Combination Conative and Promotional

Certainly, designed to inspire clients to run to the nearest JIB and purchase the mini burgers. However, the message strategy supports the continual "Jack" promotions (witness end) and the notion that the little guy can be "bigger" than the big guy.

Appeals

Emotional -- How cute, repetition, and cleverness

The idea of being cute makes the consumer pay attention -- the whimsical nature makes it noticed, and discussed.

Creative Brief

Fantasy

The magical realism view involves not sex, in this case, but nostalgia -- the idea of the range, the cowboy life, and the honesty of the lone range comes through.

Leverage Point

Assumption of culture

The western is a cultural icon in American entertainment -- it brings back the idea of simplicity -- yet new taste and the idea of ensuring the JIB will do what the customer wants. In this case, the nostalgia plus the picture of juicy mini-burgers leverages the entertainment value with reality.

Executional Framework

Dramatization with use of magical realism

The audience does not expect the "miniaturization" of cows, cowboys, horses, or the ranch. It is a dramatization of the old "Spaghetti" westerns, but with a twist to remember.

Spokesperson

Combination Conative and Promotional

Designed to convince consumers that roses are special and that for the upcoming MD holiday, it is best to send something unique that Mom would not expect.

Appeals

Emotional -- Guilt, emotion

Consumers are usually at their wit's end trying to understand what to get Mom on MD. The emotional appeal of the "honest flowers" is designed not only to convince, but prove elegance.

Creative Brief

Fantasy

Talking roses? Roses so eager to become a gift they vie for the chance? Fantasy with a twist.

Leverage Point

Combination of emotion and Fear

The emotions tied up in MD and gift giving, the humor in talking roses, and the fear of forgetting Mom

Executional Framework

Dramatization with use of magical realism

Consumers know what roses are -- and that the flower is the international symbol of love and fidelity. Showing the various colors and styles of roses eager for the chance to make Mom happy transcends culture, and moves towards emotional fulfillment.

Spokesperson

The typical, but atypical "rose"

Eager to be chosen, eager to please -- eager to express the benefits and features.

Means-Ends Chain

Nostalgia, necessity, and the idea of need

Nostalgia for the "ideal" MD, even though we know that holidays are more ideal than real; necessity for having to purchase something, need because of the time frame -- with this advertisement, need is handled simply with a phone call, spending of money and the arrangement appears -- magically for Mom.

Goal -- to ensure consumers purchase roses for Mom at Mother's Day prior to spending money on any other gift.

Positioning -- Roses grown special for that special person.

Medium -- Television, Magazine advertisement -- can communicate the message easier.

Tag Line -- "No one is as special as Mom, but we can't wait to make her day with fresh and fragrant roses."

REFERENCES & WORKS CNSULTED

DuPlessis, E. (2008). The Advertised Mind: Groundbreaking Insights Into How Our Brains

Respond. Kogan Press.

"Jack in the box Launches Campaign," (February 1, 2010). Marketing Daily. Cited in:

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=99488