Animated comic book Cover with Mark Hamill and Jack in the Box in space

The Return of Mark Hamill

Jack in the Box

TBWA\Chiat\Day Los Angeles


To bring back two favorite Jack In The Box products – Spicy Chicken Strips and French Toast Sticks – Jack brought back their most famous former employee, Mark Hamill, and restored the brand to the cultural powerhouse it once was in the ‘90s.

The Challenge

Between 2016 and 2021, Jack in the Box’s market share had fallen by 12% – a time when most competitors were experiencing share growth or flatness.

At a consumer level, the brand was lost, it was out of touch with consumers and had lost its voice in cultural conversations. The brief was daunting: begin to resuscitate the brand while ensuring sales of our limited time only (LTO) products: Spicy Chicken Tenders and French Toast Sticks.

The Solution

What better way to bring back fan favorite items than by bringing back a fan favorite employee? Someone who epitomized the never-say-die spirit of Jack. Someone adored by consumers young and old. A literal Jedi Knight.

Mark was the creative manifestation of our insight and the catalyst needed to amplify and take Jack’s legend to new heights. He was the ambassador we’d been searching for whose real, legendary Jack in the Box story would connect with the younger consumers we were aiming to recruit as well as the Gen X core consumer he represented. A partner with the cultural influence to attract people to our LTO’s and begin returning the brand to cultural prominence. The ultimate Jedi move.

The Results

1.3 billion
Media impressions
Higher engagement rates than benchmark across priority social platforms
Increased sales vs previous window
Increase in chicken & breakfast sales
Year over year sales increase
Visitation increase over previous LTO window

The cultural impact of Mark Hamill on the campaign was undeniable, earning coverage across media outlets including Good Morning America, Entertainment Tonight and People Magazine.



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