San Diego-based, fast-food hamburger chain Jack in the Box has launched a new advertising campaign with celebrity rapper Calvin Cordozar Broadus Jr., better known as Snoop Dogg.
The campaign promotes a new menu item called Snoop’s Munchie Meal that includes a spicy chicken sandwich, classic taco, medium curly fries, baked brownie, drink of your choice and “Purple Haze” air freshener.
Priced at $14, the meal is available nationwide until early August at Jack’s more than 2,180 restaurants across 21 states.
“If there’s two things Jack in the Box and Snoop Dogg know about, it’s late night and the munchies,” a company statement said. “Fit for the D-O-double-G himself, Snoop’s Munchie Meal features a wide variety of Jack’s iconic offerings to cure all late night cravings, sweet or salty for just $14. Whether you’re feeling baked, sauced or loaded (or all of the above), Snoop’s Munchie Meal has it all.”
The campaign includes a hilarious 30-second commercial that begins with a beach scene resembling Snoop’s popular spots for Corona Beer.
In the spot, Jack walks up to Snoop Dogg and says, “Hey Snoop. Wrong commercial. Let’s go.” As Jack walks away, Snoop asks, “Where we going Jack?” Jack replies, “You’ll see.” Then, in an office setting, Snoop learns about the new Snoop Munchie Meal and is introduced to his own Jack in the Box intern, Mitch, whom he renames Mee-atch.
The spot from TBWA\Chiat\Day is currently appearing on TV, digital and social media, a Jack in the Box spokesperson told Times of San Diego. The social platforms include Twitter, TikTok and Instagram.
The new Snoop-inspired menu item marks the 10-year anniversary of the Munchie Meal that was first released in 2013 and initially sold only between 9 p.m. and 5 a.m.
This is not the first time that Snoop Dogg has worked with Jack in the Box. In 2018, the chain rolled out a Snoop-themed Merry Munchie Meal following the passing of Proposition 64, which allowed marijuana to be legally sold in California.
In an interview with Advertising Age, an industry trade publication, Ryan Ostrom, chief marketing officer with Jack in the Box, said, “It’s the five-year anniversary of our first partnership (with Snoop Dogg), and the 10-year anniversary of the Munchie Meal’s launch. We talked to guests and fans about who they wanted to see us partner with, and one name kept rising to the top.”
Snoop Dogg is no stranger to brand deals. His bio describes him as a singer, songwriter, actor, record producer, media personality and business mogul.
In addition to Corona Beer, he has appeared in Skechers’ latest Super Bowl commercial and in a campaign for 19 Crimes, a line of wines inspired by convicts-turned-colonists who built Australia. Other endorsements include Beyond Meat, Bic and The General Insurance.
An award-winning artist, Snoop Dogg has released 19 studio albums, sold more than 30-million albums worldwide, reached No. 1 countless times on Billboard charts internationally, and received 20 Grammy nominations.
He has a clothing store called Snoopy’s Clothing that is located in Los Angeles near SoFi Stadium. Also, last year, Snoop Dogg launched his own cereal brand with Master P called “Snoop Cereal,” along with a line of luxury scarves called the Broadus Collection.
San Diego County Fair Advertising Budget Hits $1 Million
The 22nd District Agricultural Association, operators of the state-owned Del Mar Fairgrounds, is spending $1 million in advertising to promote the 2023 San Diego County Fair, currently underway until July 4.
Fair officials told Times of San Diego this year’s fair ad campaign began in mid-May specifically promoting the grandstand concerts.
The overall campaign includes television, radio and streaming audio, outdoor, print, digital and enhanced social media presence. Outdoor advertising includes bus sides on one side of the bus and from wheel-well to wheel-well, as well as street billboards and a digital bulletin near the international border.
Roughly 35% of the total media spend is targeted at Hispanic audiences with more than a third of the dollars for Spanish-language media to be spent on TV and radio, according to Erin Satterburg, vice president of client engagement for Loma Media, which is coordinating fair media buying services for the second consecutive year.
The combination of advertising expenditures, publicity through news coverage and ticket giveaway promotions with more than 20 local radio and TV stations is expected to exceed $3.2 million in value, fair officials said.
Jennifer Hellman, marketing director, 22nd District Agricultural Association, told Times of San Diego that a new advertising strategy for 2023 was influencer outreach.
“We curated a list of influencers to participate in social media efforts to get the word out on the fair,” Hellman said in an email. “Nearly 30 local influencers came to the fair on opening day, resulting in a reach of 1.2 million across Meta and TikTok.”
The $1 million amount for 2023 advertising is comparable to the amount spent in 2022, which was the highest amount in the fair’s history (the fair traces its roots to 1880).
Hellman said it’s too early to know whether 2023 advertising expenditures will set another record. “The budget is on par with last year,” said Hellman. “We’re still in the midst of the campaign and until we reconcile invoicing it’s hard to say down to the dollar.”
In 2021, only about $50,000 was spent to advertise a smaller-scale, pandemic-affected fair that limited attendance and required face masks for all guests, ages 2 and up. The 2020 fair was canceled over Covid.
Fair officials said advertising expenditures from previous years were: $777,000 (2019); $765,000 (2018); $763,000 (2017); $759,000 (2016) and $763,000 (2015).
San Diego AMA to Host Event Marketing Discussion
The American Marketing Association’s San Diego chapter, will host a panel discussion on event marketing from 6 p.m. to 7:30 p.m. on Thursday, June 22, at ShowTec Studios, 11870 Community Road in Poway.
AMA said attendees will learn about creating top-tier live experiences and engagements that will become marketing successes. Discussion topics will include best practices, how event leaders measure success and the importance of experiential marketing.
Panelists will include: Christine Hindley, formerly with Disney Media & Entertainment Distribution; Allison Nunes of LinkedIn; Cheryl Trinidad of LPL Financial and Dean Sipe of Qualcomm. The moderator will be Jonathan Martin of, ShowTec Studios.
Cost to attend is $30 for members, $40 for nonmembers and $25 for students. Cost includes culinary bites, wine and beer. For more information, send an email to info@sdama.org or visit sdama.org.
Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.
