Jack for president: more than a marketing ploy

Nation's Restaurant News, Sept 16, 1996 by Theresa Howard

SAN DIEGO -- If the restaurant industry ever has had a complaint about the two-party system and the policies of either the Democrats or the Republicans -- and it has -- then now is its chance to recruit one of its own for this year's presidential race.

No, not Herman Cain. Despite his captivating public speaking ability, business savvy and future political aspirations, he is not the candidate in mind. The candidate, the underdog of all underdogs behind even Ross Perot, is Jack in the Box.

Yes, the same suit-wearing, hat-bearing, dry-humored, smooth-talking guy who can be found on everything from antenna balls to Christmas trees and now sports such '90s necessities as a briefcase, cellular phone and Jumbo Jack burger is a presidential nominee. Maybe.

What one would think is a well-crafted marketing and public-relations brainchild of the corporate offices of Jack in the Box Inc. actually is the heartfelt conviction of one Jack in the Box employee, Scott Allan, and a crew of other Jack in the Box fans and customers whose objective is to "rock the boat to create a grounds well of support for voting."

"We're just trying to get some people interested who normally wouldn't care about the voting process," said Allan, who is a graphic designer with the restaurant company's creative services department.

While Allan and the independent B.U.R.G.E.R (Burger Users Rally for Greater Eating Reform) Party is in desperate need of a candidate and have their eyes on Jack. it must await a nod of approval by the operating not political. headquarters of Jack in the Box.

The B.U.R.G.E.R. party by no means expects to see Jack in the Box become Jack in the White House. The group merely wants to introduce some fun into the mundane world of politics while trying to heighten the awareness of voting. Its true mission is to "turn at least one million uninvolved but fun-seeking Americans into new voters."

While the B.U.R.G.E.R. party aims to rock the boat, Jack in the Box executives apparently are missing the boat as they decline the chance to orchestrate a public-relations dream by doing no more and no less than allowing the party to use the image of Jack in its campaign efforts.

Unless the company's hold-out position turns out to be a master media ploy, the pseudo-campaign is one that would provide a huge marketing and public-relations opportunity for the company. It is a case in which true life is better than fiction, a scenario in which you must recognize an opportunity when it hits you over the head.

Granted, the B.U.R.G.E.R. party has accomplished quite a bit in its promotion of Jack the candidate with no assistance, thank you very much from the operating headquarters of the San Diego-based, 1,300-unit burger chain.

The group has drawn support through grass-roots efforts that include rallies at college football games, concerts and, recently, even the Mike Tyson fight at the MGM Grand in Las Vegas. It has created its own Web Site at www.burgerparty.com, which has drawn more than 9,000 visitors since its inception last month landed Jack as the top nominee in Virtual Vote, a popular Internet site, and received recognition in feature stories on radio and television and in a broad spectrum of daily newspapers.

With all those goings-on, why should the company itself get involved?

"[The B.U.R.G.E.R. party] received all kinds of coverage throughout the National Republican Convention, and we hear its web site was even visited by the White House," said Jack in the Box spokeswoman Shirley Gines. "Right now we are keeping our hands off. They are doing a good job getting the brand name out there, and we applaud their effectiveness, organizational skills and clever approach."

But by recognizing the campaign's marketing and public-relations potential, Jack in the Box Inc. could expand what already is an innovative, timely campaign by spending just a little PAC money on radio spots and in-store or outdoor signage. And while building its brand and image and strengthening its appeal to the voting-age populace, the company actually could integrate a public-service message into the whole effort. That would be cause-related marketing at its best.