While other QSRs scramble to mirror culture, Jack in the Box pulls people in by creating its own. On a mission to become the leading challenger brand nationwide, Jack stands apart with a fearless, bold, and unapologetically unruly spirit reflected in our unhinged menu variety and unpredictable brand behavior. Jack isn’t chasing trends; he’s setting them, owning a space where variety reigns.

The challenge? People don’t always know what Jack in the Box stands for. With a menu featuring burgers, tacos, tiny tacos smothered in cheese and taco sauce, eggrolls, wraps, mini churros, monster churros, mozzarella sticks, and more, Jack’s variety can be seen as chaotic and overwhelming. But at Jack, what some call chaos, we call freedom.

In a category obsessed with menu reduction and niche-ification, Jack dares to declare that more is more. More variety. More bold flavors. More fun. And more freedom to chase every craving, all in one place.

Jack’s Truth

Variety isn’t just a menu approach—it’s Jack’s superpower. Jack lets people find delicious freedom in the thrill of chasing cravings across an unruly menu. At Jack, chaos doesn’t overwhelm; it liberates.

The Creative Platform:
So Munch More

“So Munch More” captures what makes Jack truly unique: more options, more bold flavors, more value, and more ways to satisfy cravings at any time of day (or night). This platform challenges the QSR status quo, staking Jack’s claim as the brand that celebrates the freedom of more.

The Campaign: Own The Munch

The first campaign iteration of “So Munch More” launched in January 2025. The campaign centers on an undeniable truth: when cravings hit, they hit. We created a signature construct where people’s intense cravings for Jack cause slips of the tongue, replacing the word “much” with “munch.” This playful hook is aimed at seeding “munch” into the cultural lexicon, showing just how munch more satisfying Jack’s variety can be.

Cultural Integration

We teamed up with cultural icons like Doechii and Hot Ones Versus to kick off the platform, embedding Jack into music, entertainment, and food culture. Whether through crave-worthy late-night fixes, bold menu offerings, or Jack’s signature irreverence, we’re embedding “munch” into the cultural zeitgeist.

Looking Ahead

The “So Munch More” platform is just getting started. With seven campaign windows in 2025, Jack is redefining what it means to be a challenger brand—staking its claim as the ultimate champion of variety and inspiring people everywhere to embrace the thrill of more. So, whether announcing the latest LTO or popping into unexpected corners of culture, So Munch More is the brand’s flexible, enduring reminder of what Jack is all about.