Jack in the Box Inc. waited until Super Bowl Sunday on February 2, when American football fans from coast to coast gathered around television screens with plenty of food and drink, to roll regional TV ads for its latest burger introduction: the Bacon Insider.
“What better way to honor America’s favorite pigskin tradition than by giving America a bacon burger unlike any they’ve ever tasted before,” said Iwona Alter, vice president of menu strategy and innovation for the San Diego, California-headquartered chain. “We didn’t just put bacon on the burger. We put bacon in the burger, on top of the burger, underneath the burger and mixed it in the special bacon mayo sauce!”
The product, which will be available for a limited time at the hamburger chain’s 2,200 restaurants in 21 states across the USA, is being promoted as a “bacon lover’s fantasy” that is “moinking awesome.” It features a beef patty, lettuce, tomato and cheese with bacon pieces mixed right in, sandwiched in-between six half slices of hickory smoked bacon topped with creamy bacon mayonnaise, served on a gourmet brioche bun.
The Super Bowl debut advertisement, created by Secret Weapon Marketing, featured a little creature called a “Bork,” who is billed as “the ultimate pig-cow mash up.” The fun commercial was created to get consumers “moinking” as they got a look into “Jack’s bacon-crazed farm featuring Curly Fry Trees, a brioche bun barn and the Bacon Insider Bork, a little pig character with cow-like horns.