TBWA\Chiat\Day hasn’t reinvented the square for Jack in the Box; it’s a blind taste test for haters that gets them to believe the fast food chain is great. But the film has humour with the brand’s boss, Jack Box, peeking into the process.

The taste test also adds drama. According to its story, Jack took a risk, gathering some of the chain’s spiciest haters have gathered for the blind taste test. No scripts. No actors. The haters had no idea in advance that they would be part of a commercial. But Jack believed that his new Smashed Jack burger would turn them believers. The hero spot, Smash the Haters, features real Jack in the Box haters who have made remarks like, “I will never eat at Jack in the Box,” “Jack in the Box is tasteless,” and “We call it crap in a box.”

They don’t know they are tasting a Smashed Jack burger, and their reviews are hugely positive – “It’s delicious,” “Beats anything I’ve tried on the fast food market,” and “Almost like a flavour bomb.”

The campaign idea came from a Jack in the Box team qualitative analysis through a series of focus groups. Real (clueless) consumers were completely stunned that the Smashed Jack was a burger from Jack in the Box, which led to the Smashed Jack being judged to be “the best burger in fast food”. 

The TBWA\Chiat\Day campaign was amplified by Small Girls PR. The campaign will include the extended cut, a 30-second spot and individual hater stories, and a mix of assets across OOH, radio, and social media platforms.