Jack in the Box’s Teriyaki Bowl Ad Campaign features a simple innuendo between “bowl” and private male body parts that critics say has overtones of sexual harassment. Others say it was very clever:
- Adweek accused the fast-food chain of “launching one of the most tone-deaf ads of the #MeToo Era.”
- Darren Tristano, CEO of industry watchdog Food Service Results called the campaign “an irreverent approach that drives buzz marketing…I think it could very much work for them.”
- Social media reaction was mixed, with critics saying it smacked of harassment, and others giving the campaign a big thumbs up for cleverness and daring.
Jack in the Box stands by its campaign, saying it shows how a burger brand “dares to go beyond the usual fast-food fare and serve something different. This ad is not diminishing any movement, and we stand firmly against any form of harassment and value those who have the guts to combat it.”
We have no inside information into the internal ad approval process at Jack-in-the-Box. But whatever your views, the matter spotlights what we advise our clients: the critical importance of PR and marketing/advertising collaborating on an edgy campaign:
- Just because creative directors believe a clever campaign will attract attention doesn’t necessarily mean it will pass the “smell test” of danger to a brand and its reputation.
- Legal counsel wants a say in public statements involving litigation. The same best practice should apply for PR by allowing the communications team to weigh in on reputation risks of any major ad or marketing theme before it is implemented. Better yet, get your whole team media trained. This can be a great proactive first step, and it’s not just for your marketing or advertising department. Anyone public-facing can benefit.
- Brands should study similarly-edgy campaigns for lessons learned. If you decide to proceed after a risk/benefit analysis, be prepared for backlash. A recent Heineken beer ad for example sparked controversy and a full-blown protest.
Jack-in the-Box may end up the winner. We suggest imitators tread carefully.