Snoop Dogg gets the munchies with ​Jack in the Box

To celebrate Jack in the Box’s revamped late-night menu this summer, the brand is collaborating with Snoop Dogg to remind everyone that they are the undisputed leader in late night.

The duo is introducing a limited time ‘Snoop’s Munchie Meal’ and the new ‘Build Your Own Munchie Meal’ menu to tell a story of two SoCal legends coming together to reclaim late night. The hero :30 spot shows Jack lead Snoop from a set to the Jack in the Box headquarters to lay out Snoop’s Munchie Meal and meet his new intern.

The additional films in the campaign feature a Snoop’s Munchie Meal Brainstorm sesh with Jack and Snoop twinning from head to toe, a Snoop’s Munchie Meal unboxing, BTS outtakes and food-focused spots with Snoop VO. To tie everything together, the music track used in the spots is a Snoop Dogg original, Who Am I (What’s my name)?

The 360-campaign created in collaboration with creative agency TBWA\Chiat\Day LA includes a hero :30, multiple :15s and additional short-form videos for broadcast and OLV, paid social assets for TikTok, Snap, Twitter + Meta properties, audio and OOH. An additional asset created for the campaign is a Snoop-moji, the first the brand has made of a celebrity partner. Lastly, an IRL event to celebrate the new menus will be hosted at a Jack the Box location in Inglewood, CA. 

Stephanie Ehui, Head of Connections Planning, TBWA\Chiat\Day LA said: :Our duo's story unfolds across a full 360-campaign. However, understanding that in today's media landscape, people rarely experience linear storytelling, we needed to craft a story arch that could work across multiple touch points, with or without the consumer following along, every step of the way. So, for example, if you catch the two spots on TikTok and Reddit but miss the TVCs and Twitter banter, you might miss out on a laugh, but you'll still understand the story."