Jack In The Box

background

Translating Cravings Into Creator Content

Jack In The Box has been a staple of West Coast drive-thrus and late night cravings for decades. Known for its bold flavor combinations, chaotic-good brand voice, and “open all hours” energy, the brand built deep cultural equity with older Millennials and Gen X.

But relevance doesn’t last without reinvention. Gen Z lives on the FYP, where humor drives discovery and food content is entertainment. Cravings are aesthetic. Mukbangs are a must-watch.

To show up authentically on TikTok and Instagram, Jack In The Box needed more than product shots and promo codes. It needed a presence that felt native, weird, and genuinely worth watching.

challenge

Standing Out in a Category That Never Stops Posting

In a category filled with new menu items, deals, and drive-thrus, Jack In The Box needed distinction. Gen Z wasn’t short on options, or opinions. Competing QSR brands were flooding TikTok with trend-chasing content and effective promos.

To cut through, Jack In The Box had to show up with a voice that felt authentic, self-aware, and built for the scroll.

In order to achieve that, Jack In The Box set out to:

Build a high-performing, creator-first channel strategy
Drive conversions with snackable, platform-native content
Scale dark ad performance with creator assets
Keep the brand’s humor and chaos intact while expanding reach

To bring it to life, Jack In The Box partnered with Kyra.

solution

Creator-Led Execution That Actually Drives Cravings

Kyra launched and managed a multi-pronged program that blended always-on content with pulse amplification, driving reach, engagement, and conversions with creator-led storytelling at its core.

The brief? Be yourself. What followed were skits, POVs, and trend highjacks that felt native to TikTok and genuinely fun to watch. Content was mapped to promos and menu drops weekly, with turnarounds as fast as 72 hours.

While creators delivered the personality, Kyra’s platform powered the machine. Built-in tools streamlined casting, briefing, approvals, and performance tracking. Our team optimized creative and extended top-performing assets through dark ad testing, while AI-driven targeting improved ROAS and cut CPV over time.

“They get us. They get our brand. And they deliver. What more can we say? They're the secret sauce!”

Morgan HigginsDirector of Social Media & PR @ Jack In The Box

results

Cravings That Went Viral

Throughout our partnership, Kyra supercharged Jack In The Box’s influencer strategy, building a creator-first engine that was rooted in culture and exceeded expectations.

In total, the program achieved:

3× increase in conversion vs. organic-only programs
913% increase in followers
5× increase in overall channel likes
19% drop in CPV via creator repurposing
4× ROI

Jack In The Box found its rhythm on TikTok, blending entertainment, community, and craveability into a scroll-worthy formula. With Kyra, the brand scaled fast, stayed true, and made creator marketing a core growth lever.

content