Jack in the Box Relaunches Monster Tacos
October 05, 2021
For National Taco Day (October 4, 2021) Jack in the Box asked creative agency David and Goliath and experiential marketing production company HELO to create an experience that would excite their late night audience. With Halloween right around the corner, they wanted to bring their Monster Tacos back in a spooky way that felt authentic to the brand.
To celebrate the relaunch, HELO created the one and only Trick or Feast Halloween event at Columbia Mills – a haunted textile factory in Los Angeles that has served as the set for horror films like "Saw." Capitalizing on the actual haunted venue, select superfans and mega influencers were asked to solve riddles, decipher clues and navigate the unexpected frightening consequences that ultimately gave away the big secret…the Monster Tacos are back!
"As a burger brand known best for its tacos, we wanted to give our fans what they've been asking us for. Because they were such a huge part of why we brought this product back, we knew we had to give them an opportunity to play a major role in the return and to truly be part of the experience. Plus, since Halloween is Jack Box's favorite holiday, we knew we had to do it the right way and scare them just a little," said Jack in the Box CMO Ryan Ostrom.
The result was a terrifying event creating fantastic content for all of the 26 social media influencers, the internal team who posted on every outlet from TikTok to IG. 38 media outlets picked up the story and the relaunch of the Monster Taco was seen as an overwhelming success.