Jack in the Box’s new Munchie Meal is inspired by Snoop Dogg.
Jack in the Box is launching a new Munchie Meal inspired by Snoop Dogg, in a nod to the 10-year anniversary of the late-night-focused menu. And the fast food chain is not shy about acknowledging the rapper’s frequent ad appearances for a bevy of brands.
The rapper’s meal—which has an obvious pot reference—includes a spicy chicken sandwich, brownie, taco, curly fries and a drink, and will sell for $14. Customers will also get a late-night air freshener.
Snoop’s Munchie Meal
A new commercial from TBWA\Chiat\Day shows Snoop leaving a familiar beach commercial set resembling his work for Corona to see his new Munchie Meal, and getting his own Jack in the Box intern, Mitch, who he renames Mee-atch. The campaign will run on TV, digital and social.
Snoop Dogg is no stranger to brand deals. The rapper has had a long relationship with Corona (despite also promoting competing hard seltzer brand Happy Dad), appeared in Skechers’ latest Super Bowl commercial, and has starred in a campaign for 19 Crimes wines.
When asked if the brand was worried that consumers would be oversaturated by Snoop Dogg in yet another commercial, Jack in the Box Chief Marketing Officer Ryan Ostrom said: “We are accepting that he’s worked with other brands. In fact, we nod to that in the commercial. It starts with Snoop walking off of the Corona set.”
Corona is not aware that it was referenced, according to Jack in the Box.
This isn’t the first time that Snoop Dogg has worked with Jack in the Box. In 2018, the chain rolled out a Snoop-themed Merry Munchie Meal to celebrate the passing of Proposition 64, which allowed marijuana to be legally sold in California. That meal included two tacos, chicken strips, five churros, french fries, onion rings and a small drink and sold for, you guessed it, $4.20. Munchie Meals were first released in 2013 and are still only sold between 9 p.m. and 5 a.m.
This latest partnership is less about 4/20 and more about milestones, according to Ostrom. “It’s the five-year anniversary for our first partnership, and the 10-year anniversary of the Munchie Meal’s launch,” he said. “We talked to guests and fans about who they wanted to see us partner with, and one name kept rising to the top.”
