Patti Foley

Patti Foley
Director, Marketing
Communications & Svcs.
Jack in the Box

Our heritage…
BUSINESS IS PERSONAL

Our fearless leader…

Our footprint…
Over 2,100 locations

Our products…

Our target…

Our body of work…

OOH on the rise
OOH has recently grown at
a higher pace than any
other media channel in Jack
in the Box plans

…but not without its challenges
Fragmented
Media Mix
Restricted
Promotional
Periods
Franchise Business
Model

Evolution brings diversification
OOH has evolved from mostly
traditional to a highly diverse mix
of tactics

Focus on three key areas
Traditional Placed Based Digital

Traditional OOH

Really Big Chicken Sandwich
• Summer ‘10 (4 week campaign)
• 22 markets
• Digital & static bulletins, posters,
transit, aerial

Showcasing Really Big Chicken Sandwich

All American Jack
• Winter ‘11 (4 week campaign)
• 33 markets
• Digital & static bulletins,
posters, transit

Showcasing All American Jack

Place Based OOH

All American Jack hits the bar scene
• Winter ’11 (4 week campaign)
• 8 markets
• Digital bar media

Connecting brand to audience

Late Night
• Summer ‘11 (4 week campaign)
• Portland
• Digital HD wall projections & bar
media

We’re open late

Digital OOH

Free Grilled Sandwich
• Winter ‘10 (1 week campaign)
• 10 markets
• Digital bulletins

What’s ahead and beyond
Social Media will help facilitate immediate
interaction between Jack in the Box and it’s
consumer
Eyes On will provide more reliable
measurement and inform the planning
process