The food-delivery craze has reached new heights: about 6-foot, 4-inches, to be precise. In its latest campaign, Jack in the Box taps retired NFL receiver Terrell Owens to deliver food in front of its cameras from the brand’s Crave Van.
— Terrell Owens (@terrellowens) April 4, 2017
The “Late Night Delivery” spot promotes a newly expanded partnership with the Palo Alto, CA-based DoorDash delivery service, an affiliation that began in October and added the brand to the growing legion of brands ferrying food to Americans’ front doors.
DoorDash delivery is now available from more than 830 Jack in the Box locations in 229 cities, as late as 1 a.m. and even 3 a.m. in some markets. The brand and DoorDash are trying to “crash your cravings,” as Jack in the Box put it. (Among current craveable treats: Jack’s Sriracha Curly Fry Burger, the latest addition to its Munchie Meals menu.)
Another new ad called “Basement” brings the “If You Crave It, We Serve It” idea to life as the Crave Van is so eager to satisfy a craving that it crashes through the wall of a basement rec room.
“Jack in the Box has epitomized variety and choice for guests throughout its existence,” stated Jack in the Box chief marketing officer Iwona Alter.
“We’re proud to serve our entire menu, all day, every day—and we wanted to bring that message to life. Our expanded partnership with DoorDash now offers guests the choice—come join us in-restaurant or get your cravings delivered to your door. Anytime you crave it, we’ll serve it.”
DoorDash, is also testing delivery with robots in partnership with Postmates and Starship Technologies, which late night TV host Jimmy Kimmel tested this week:
— DoorDash (@doordash) April 4, 2017