Smells like Chicken.

It was 2020, and mask wearing was still new. People were getting tired of smelling their own mask breath. Jack in the Box knew the world was looking to them for an answer. So instead of their own breath, we let them inhale the sweet aromas of something much better; Jack in the Box’s new chicken sandwich. 

2020 One Show Shortlist 
Social Engagement

2020 Webby's Nominee 
Best PR Launch

2020 Webby's Honoree 
Viral Marketing

Ad Forum Editors Pick
 Best Ad of the Week

Ad Forum Editors Pick 
Best Food Ad of the Month

We launched by putting our audience’s noses to the test with our very own blind smell test. Ultimately, everyone came to their scent-ses and recognized our delicious chicken aromas.

The facemasks smashed expectations, igniting countless articles online, daytime television coverage, and of course massive social uproar. People weren’t sure if they loved it or hated it, but they were sure they had to talk about it.

The facemasks sold out in less than 2 minutes. That’s faster than the latest Yeezy drop. The demand to get the mask was so high, that users crashed googles servers attempting to buy them.

Select Press

Select Press

Results

2 minutes
for the masks to sell out

3 million
unique visitors during launch

5.3 billion
earned media impressions

$0 spent
on media

250 thousand
social media interactions

17% above
sandwich sales projections

Client
Jack in the Box

Role
Senior Art Director

Agency
David&Goliath

©2023 Tucker Stosic

[email protected]