Feeding Time Halloween Thriller with Monster Tacos | Clapboard Ad Archive

Feeding Time

In 2023, Jack in the Box launched an innovative and immersive film campaign titled Feeding Time: A Tale from Jack in the Box, crafted by the renowned agency TBWA\Chiat\Day. This eight-minute thriller uniquely blends the excitement of Halloween with the bold flavor of Jack’s new Angry Monster Tacos, creating a captivating narrative that captivates both horror enthusiasts and food lovers alike. Developed by distinguished Hollywood creators Asha Michelle Williams, Kara Lee Corthron, Patrick Melton, and Marcus Dunstan, the film unfolds a chilling night of trick-or-treating that spirals into a suspenseful nightmare with a surprising twist, showcasing the brand’s edgy and playful spirit. Feeding Time leverages storytelling to engage audiences beyond traditional food advertising, establishing an emotional connection through atmospheric tension and cinematic quality, effectively differentiating Jack in the Box in a crowded fast-food market during the Halloween season. Additionally, the campaign incorporates an interactive element, inviting fans to search for a hidden code within the film; the first 1,000 participants to discover this code can redeem two free Monster Tacos or Angry Monster Tacos (with purchase) exclusively via the Jack app, driving app downloads and encouraging direct consumer engagement. By merging thrilling entertainment with a compelling promotion, Feeding Time amplifies brand awareness and fosters customer loyalty while aligning perfectly with the spooky, seasonal mood. This campaign demonstrates how storytelling and innovative marketing strategies can elevate a food brand’s presence, combining digital interactivity and cinematic appeal to create a memorable consumer experience that resonates during the Halloween period. For more information or to partake in the offer, consumers are encouraged to visit the Jack in the Box website, download the mobile app, or follow the brand’s active social media channels.

Credits

Client

Jack in the Box

Agency

TBWA\Chiat\Day

Jack in the Box’s "Feeding Time" campaign strategically leverages the Halloween season to introduce its new Angry Monster Tacos through a uniquely immersive narrative experience. The brand proposition centers on elevating product appeal by aligning the food offering with entertainment, promising a thrilling and memorable interaction that extends beyond traditional advertising. By incorporating a suspenseful, eight-minute horror-themed film crafted by seasoned Hollywood writers, the campaign positions Jack in the Box as a brand that fosters excitement and a sense of playful daring, directly associating its new product with boldness and unexpected twists. The market strategy taps into cultural relevance by launching during October in the United States, capitalizing on heightened consumer engagement with horror and Halloween festivities. Targeting consumers who appreciate storytelling and genre-specific entertainment, the campaign reaches beyond typical fast-food marketing by captivating audiences with a narrative that resonates with the season’s themes, thereby fostering deeper emotional connection and brand recall. The use of well-known horror creatives adds authenticity and credibility, appealing to both genre enthusiasts and broader viewers intrigued by cinematic quality. Moreover, the campaign incorporates an interactive element through a hidden code redeemable via the Jack app, encouraging digital engagement and driving app usage. This promotional incentive not only supports customer acquisition and retention but also bridges the gap between entertainment and transaction. Overall, "Feeding Time" demonstrates a multi-layered approach that combines product launch, seasonal storytelling, and audience participation to generate buzz, deepen brand affinity, and ultimately stimulate trial within the competitive fast-food market.

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign most likely fits FORMAT#12 because it is explicitly described as an “8 minute thriller” created by Hollywood horror writers, designed specifically for Halloween, and is built around the conventions of horror cinema. The narrative leverages genre tropes (“a night of trick or treating unfolds into a nightmare with an unexpected twist”), immersing the product within a stylized, borrowed horror movie format, rather than following a conventional product pitch, testimonial, or straightforward story arc focused on problem/solution. The campaign uses the pop culture framework of a Halloween thriller to frame the product introduction, making “parody or borrowed format” the clearest match. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats