• Brand Vision Marketing

Jack in the Box and Jason Derulo Team Up for Virtual Restaurant Experience

Jason Derulo, amongst the coronavirus pandemic, has found a way to revive his singing-dancing career while making meals on Tik Tok. Derulo has targeted a younger audience on Tik Tok. He celebrates each new million followers he receives by making eccentric “Milli Meal” concoctions for his 46 million growing fans. Although the “Milli Meals” collaboration will be limited to LA, the mobile component is transferable to the Jack in the Box app from June 14 to June 28.



Jack in the Box’s Chief Marketing Officer, Ryan Ostrom said that the brand collaboration “opens the doors for us to closely collaborate with other potential celebrity partners. We have the opportunity and platform to be a part of any big milestones and help celebrate in a Jack Way.”


Moreover, Derulo is bringing his “Milli” Meals to the Jack in the Box food chain virtually. If there’s one thing COVID-19 has imparted on businesses, it is that traditional brick-and-mortar businesses must change and adapt to the 21st century. Notably, the chain’s sales were up 12.5% in Q1 which is the strongest quarter since 1994. By leveraging a celebrity endorsement, Jack in the Box hopes to add momentum to its expanding sales.


Further, Jack in the Box is meeting growing demands for its food by catering to customers through third-party food services like Uber Eats. Rather than using a traditional form of marketing with in-person dining, Jack in the Box recognizes the limitations that COVID-19 has placed on the restaurant industry, and it has decided to revamp its branding strategy.


What’s more, is that Derulo’s strong Tik Tok fan base is a gold mine for Jack in the Box to reach young consumers. In fact, over 60% of Tik Tok users are Gen Z. Ostrom also relayed that “Jason Derulo has quickly become a force to be reckoned with in the food world thanks to his series of clever, food-focused Tik Tok videos, so it just made sense for us to find inspiration for this campaign from the Tik Tok king himself.”


Key takeaway: Jack in the Box is pushing a digital marketing strategy. Implementing celebrity endorsements with digital leaders will be a strategic pillar to build brand loyalty. This form of marketing works well to build a strong form of communication with consumers by creating personalized messages, targeted promotions and enables one-on-one marketing.