Jack in the Box Unleashes Horror Short 'Feeding Time' to Spice Up Halloween Season
The Halloween season just got a lot spookier, thanks to Jack in the Box's thrilling foray into the world of horror. In a first-of-its-kind move, the fast-food chain has conjured up "Feeding Time," a horror short that promises chills, thrills, and a side of Monster Tacos to mark the return of this spooky menu favorite.
The Horror Show Begins: Jack in the Box's "Feeding Time" is not your typical Halloween marketing gimmick. It's a multi-channel campaign created in collaboration with TBWA\Chiat\Day LA, and it takes a delightfully dark and humorous approach to the season. The campaign not only revolves around this spine-tingling short film but also includes short-form ads that will be showcased on linear, streaming, and digital video platforms.
Tapping into the Spirit of Halloween: In a bid to stand out in a sea of Halloween-themed advertisements, Jack in the Box's campaign is all about embracing the eerie spirit of the season. This effort represents a departure from the more common, often pedestrian approach to Halloween marketing. Instead, it aims to offer a unique and authentic piece of culture that respects the intelligence and desires of its fans while seamlessly integrating its products into the narrative.
A Spine-Chilling Plot: "Feeding Time" unfolds on Halloween night, initially following two young trick-or-treaters. However, the story takes a sinister turn when three spooky-masked teens steal their candy. What follows is a relentless pursuit through foggy streets and a graveyard by an Angry Monster Tacos truck with a macabre twist on the traditional jack-in-the-box music, complete with hidden monstrous tentacles.
The plot even includes a cameo by Jack, the QSR chain’s iconic mascot, who serenades the audience with Len’s “Steal My Sunshine” before driving away from the terrifying truck. In a surprise twist, the truck eventually catches up with the teens, providing them with free tacos and even returning their stolen candy.
A Talented Team of Creators: "Feeding Time" wasn't crafted by amateurs; it features a creative powerhouse of Hollywood writers with experience in the horror genre. Marcus Dunstan, Asha Michelle Wilson, Patrick Melton, and Kara Lee Corthron, known for their work on "American Horror Story: 1984," "Servant," and the "Saw" film franchise, penned the spine-tingling script. The short was directed by Marcus Dunstan, offering an exciting opportunity for writers and other film crew members who had been impacted by the WGA writers strike.
Beyond the Screen: To ensure the campaign reaches as many viewers as possible, "Feeding Time" and related short ads will be broadcast on various channels. A 30-second live-action spot is set to air during Hulu's Huluween programming, while 15-second food-focused ads will run on linear/sports TV, premium streaming, and digital video platforms like Hulu, YouTube, Paramount, and Twitch. The horror short will also make an appearance on Jack in the Box’s YouTube channel and other owned social media platforms.
Additionally, the short includes a hidden code to encourage the use of the Jack in the Box app. The first 1,000 members of the Jack Pack loyalty program can claim two free tacos with a purchase, exclusively through the app. To take the campaign off the screen and onto the streets, Jack in the Box is rolling out the Angry Monster Truck in Los Angeles on October 21, making it available for consumer reservations starting on October 24 through the online platform Resy.
Jack in the Box's "Feeding Time" represents a unique and innovative approach to Halloween marketing that combines horror, humor, and a delicious dose of Monster Tacos. As the Halloween season unfolds, it promises to make your skin crawl and your taste buds tingle.