Introducing the Collaboration
Jack in the Box, a Southern California-based fast-food chain, has always embraced its connections to cannabis culture. With a history of Munchie Meals, Wakey Bakey Hash, and past collaborations with Snoop Dogg’s Merry Jane, the brand is now venturing deeper into the cannabis world. In an industry-first partnership, Jack in the Box is joining forces with Weedmaps, the popular cannabis platform.
Understanding the Target Audience
CMO Ryan Ostrom emphasizes the importance of understanding the target audience and adapting to the evolving public sentiment towards cannabis legalization. This partnership aims to break down negative stereotypes around cannabis and create a new path for mainstream brands to engage with the growing cannabis consumer market.
“Listening to our guests, we understand what’s going on culturally in various states and nationwide. For a certain segment, 4/20 is an important holiday, and historically we’ve been there,” said Ostrom.
Weedmaps CMO Randa McMinn also appreciates the significance of this alliance. “To see household brands like Jack in the Box leverage its potential indicates how negative stereotypes around cannabis have evolved. We hope this trailblazing approach charts the way forward for other beloved brands to engage the growing cannabis consumer market effectively,” McMinn told Adweek.
Extensive Media Buy on Weedmaps
With banner ads and a dedicated landing page, Jack in the Box’s media buy on Weedmaps is reportedly the most extensive placement from a non-cannabis brand. The collaboration also includes food trucks in Los Angeles, San Diego, and San Francisco, offering the Pineapple Express shake with various embellishments.
The first 100 consumers will receive an “Edible Assortment” of Jack’s food items. For people not in those California markets, there will be links on Weedmaps to order the shakes and DIY instructions on how to craft the Edible Assortment version at home.
New Menu Items and Limited-Time Offers
As part of the partnership, Jack in the Box is promoting the return of the popular Pineapple Express milkshake and the addition of a pineapple-infused Red Bull drink. A pineapple-chicken sandwich will also join the menu for a limited time at select locations in Los Angeles.
Promotional Efforts
Jack in the Box’s 4/20 efforts also involve stand-up comic Stoney McBlaze, who will create original content for the promotion. The brand’s bulbous-headed mascot, Jack, will also appear in some marketing materials.
Building Credibility and Breaking Stereotypes
Despite some past controversies, Jack in the Box has built credibility with loyalists and continues to push boundaries. This partnership with Weedmaps showcases the brand’s commitment to embracing cannabis culture and breaking stereotypes. By doing so, they are setting an example for other brands to follow suit.
