'RONALD MACDONALD' IN JACK IN THE BOX ADS

New Campaign Plugs 'Our Best Burgers Ever'

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CHICAGO (AdAge.com) -- Jack in the Box uses testimonial ads featuring a real person named Ronald MacDonald in the launch today of a quality improvement program dubbed "Our Best Burgers Ever."

Spending was not disclosed.

The effort is backed by a new menu, packaging and an ad campaign via Secret Weapon Marketing, Santa Monica, Calif.

The No. 4 burger chain will begin selling three combo sizes with larger drink cups and taquitos as part of an increased focus on new product development.

Last week, the company reported net earnings for the third quarter ended July 7 grew 15% to $24.2 million, or 60 cents per share and that sales at company restaurants open a year fell 1.5% on heavy competition.

The chain recently named Horizon Media, Los Angeles, to handle media planning and buying duties as it readies to reveal a new strategic plan next month.

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