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Jack in the Box Readies Super Bowl Ad, Burger

Jack in the Box is going national in both menu and marketing with a network Super Bowl TV commercial for a new All-American Jack burger.

The double-patty, double-cheese (American and “Swiss-style”) All-American Jack burger will be combined with a 20-oz. drink and small fries at the budget combo price of $4.99. The combo offer begins Feb. 3.

The supporting 30-second Super Bowl commercial on Feb. 6 features Jack promoting both the burger and an All-American Spring Break sweepstakes. The winner gets a seven-day say in Cancun, Mexico with airfare, hotel and $5,000. The receipt for each All-American Jack Combo will have an entry code allowing customers to enter the sweepstakes online at www.AllAmericanSpringBreak.com. Mercifully, the promotion is uncomplicated by unnecessary social-media components. The promotion runs through March 25.

This makes three consecutive budget-price combo deals from Jack in the Box, a departure from its previous balance of value- and indulgent-item introductions. The All-American Jack combo follows the $3.99 Bonus Jack combo (burger, fries, drink) in November and a $3.99 Jumbo Deal with burger tacos, fries and a drink in December. The chain clearly is working to rebuild sales momentum following a fiscal year—ended Oct. 3, 2010—that saw systemwide same-store sales declined 8.2%.

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