Jack In The Box Adds David & Goliath To Roster

Longtime Agency Secret Weapon Will Stay On As Lead Shop

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Jack in the Box has added Los-Angeles based David&Goliath to its agency roster after a review.

For more than 20 years, the burger chain has used Secret Weapon as its creative agency, but Jack in the Box launched the review in part to find a shop to handle a new-product launch as well as for future assignments. Secret Weapon, the agency that created the Jack character still used in the marketing, did not participate in the review but will remain the company's lead agency. David&Goliath and Secret Weapon have both created regional Super Bowl ads for Jasck in the Box to run Sunday.

David & Goliath's spot will be its first work for the brand. The shop will promote the new product, which comes out this week and has been recently teased, but Jack in the Box declined to elaborate further.

The move to add David&Goliath comes as other companies like Hershey look to expand their creative agency rosters to get a broader range of ideas. "As the brand continues to grow, we're seeking the best and brightest talent to help us achieve our objectives," said Jack in the Box Chief Marketing Officer Keith Guilbalt in a statement.

Jack in the Box spent about $56 million on U.S. measured media from January through October, according to Kantar Media. In 2013, it spent $77 million and in 2012 it spent $78.6 million.

Jack in the Box is the 18th-largest restaurant chain in the U.S., according to Technomic. In 2013, it had $3.1 billion in U.S. systemwide sales, nearly the same as the prior year. At the close of 2013, it had 2,254 locations in 21 states throughout the midwest and west coast. It also owns Mexican chain Qdoba.

David Angelo, founder & chairman of David&Goliath, said in a statement: "We're honored that Jack in the Box selected our agency. The Jack in the Box brand has always had a distinct point of view and has never been afraid to challenge the conventions of the category. This is exactly the type of partner we seek as an agency."

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