Jack in the Box is celebrating the 10-year anniversary of its Munchie Meal with a match-made-in-heaven collaboration with Snoop Dogg.
The San Diego-based company first hinted at the partnership with a tweet stating: “Should I put Snoop Dogg in charge to promote the New Late Night Menu? I will abide by the results of this poll.”
The results leaned toward an overwhelming “yes” by 2,000 votes and kicked off an iconic campaign between Jack in the Box and the legendary rapper and public figure.
To kickstart the campaign on June 12, creative agency TBWA/Chiat/Day LA and Jack in the Box are launching a limited-edition “Snoop’s Munchie Meal” and a “Build Your Own Munchie Meal” menu, giving customers the opportunity to make the most of the partnership.
A new spot, yet to be released, will feature the two icons unboxing the new Munchie Meal as a Snoop Dogg original track “Who Am I (What’s My Name)?” plays in the background.
To further spread the news of the Munchie Meal through social media, Jack in the Box has also created a Snoop-moji, the first time it has done so for any campaign with a celebrity.
“Our duo's story unfolds across a full 360-campaign. However, understanding that in today's media landscape, people rarely experience linear storytelling, we needed to craft a story arch that could work across multiple touch points — with or without the consumer following along, every step of the way,” explained Stephanie Ehui, the head of connections planning at TBWA/Chiat/Day LA.
This isn’t the first time the rapper has collaborated with Jack in the Box. In fact, the launch of “Snoop’s Munchie Meal” coincides with the fifth anniversary of their first collaboration.
However, this is the first time that Jack in the Box’s 360-campaign is creating various video formats to leverage different social media channels, including Twitter, Instagram, Snap, and Reddit, as well as additional short-form video production for television broadcasting.