12.8 C

Jack in the Box Blazes a Trail with Weedmaps Partnership



Jack in the Box has never been subtle about its ties to cannabis culture, from its Munchie Meals and Wakey Bakey Hash to its past collaboration with Snoop Dogg’s digital media platform Merry Jane.

The Southern California-based chain also aired a notorious ad in the mid-2000s featuring a clearly stoned dude who was stymied by indecision in the drive-through. Jack, the brand’s wise-cracking namesake, co-starred as a talking dashboard bobblehead, helpfully suggesting the guy order 30 tacos.

For the upcoming weed extravaganza that is April 20, the fast food restaurant plans to dig even further into the cannabis world via an industry-first partnership with Weedmaps.  

Jack in the Box has set up a storefront on Weedmaps, which goes live this weekend, hyping the return of the popular Pineapple Express milkshake and the addition of a pineapple-infused Red Bull drink. 

In doing so, the fast feeder becomes the first food brand to make a media buy on the popular site where cannafans go to research weed strains, locate dispensaries and set up deliveries.

“Some brands dip their toes into 4/20 with a lighter execution—something with a wink and a nod,” Ryan Ostrom, Jack in the Box’s CMO, told Adweek. “We want to put a stake in it and own the moment for quick-service restaurants.”

Knowing the target audience is key, Ostrom said, as is listening to public sentiment as cannabis legalization continues to roll out across the country.

“We understand what’s going on culturally in various states and nationwide, and we’ve done a lot of research with our guests,” Ostrom said. “For a certain segment, 4/20 is an important holiday, and historically we’ve been there.”

Busting stereotypes

An alliance with a mainstream brand is another step toward normalization for Weedmaps, according to the platform’s CMO Randa McMinn.

Jack in the Box’s media buy on Weedmaps includes a landing page and banner ads.

“To see household brands like Jack in the Box leverage its potential indicates how negative stereotypes around cannabis have evolved,” McMinn told Adweek. “We hope this trailblazing approach charts the way forward for other beloved brands to engage the growing cannabis consumer market effectively.”

Non-cannabis brands have appeared on Weedmaps in the past, with smaller one-time ad buys. The Jack in the Box deal includes a landing page and banner ads, reportedly the most extensive placement from a brand outside the weed ecosystem.

Subscribe to our magazine

━ more like this

A surge of retirements means companies are desperate for niche workers like airline mechanics and nurses

Kwasi Bandoh, a senior recruiter for an airline, stood before a group of aviation mechanic students at their graduation ceremony last month and...

Meta announces its Quest 3 VR headset, which will cost $499.99

We already had a pretty good idea of how the Quest 3 would shake out after Mark Gurman of Bloomberg detailed his hands-on...

Google Wallet is rolling out support for state IDs this month

Google Wallet users will soon be able to add their state ID or driver’s licenses to Google Wallet. Announced today, anyone with a...

Heinz Debuts First Global Campaign in 150 Years

Heinz turned to Reddit, TikTok and Instagram to find stories about the irrational devotion that consumers have for its products. The results inspired...

Star Flyer tests all-you-can-fly package as airline bets on remote workers

With the shift to working-from-home, many workers took the opportunity to move to cheaper locations, taking advantage of more space further away from...