#JackVsMartha

Super Bowl LII — We launched Jack in the Box's new Food Truck Sandwiches by launching ourselves face-first into a celebrity feud with Martha Stewart.

Using someone known for quality helped elevate the product. And framing it as an ongoing celebrity Twitter feud kept our Super Bowl spot fresh way beyond a single Sunday.

.@JackBox is a total sellout. I can’t believe he showed the world that video during the big game #JackVsMartha #ad pic.twitter.com/ku8J54g7U7
— Martha Stewart (@MarthaStewart) February 5, 2018

Jack dropped this video on Twitter after the Superbowl in response

Here’s a special message for @JackBox. Spoiler alert: I’m not going to try that sandwich #JackVsMartha #ad pic.twitter.com/6tb6TMXy8L
— Martha Stewart (@MarthaStewart) February 5, 2018

We worked with Twitter to make a a little custom Martha emoji in a Jack Hat. Awww.

Things got pretty dang serious.

@JACKBOX: My efforts to get @MarthaStewart to try my Asian Fried Chicken Sandwich have failed. Maybe you can help by calling… https://t.co/NcOKJFx5VS

Well played @JackBox. You gave out my phone number. By the way, I know this one was you. #JackVsMartha #ad pic.twitter.com/x5tdteZ2Ia
— Martha Stewart (@MarthaStewart) February 12, 2018

After Jack gave out Martha's number, we created a voicemail for her.

And after Martha gave Jack a taste of his own medicine, we made his voicemail, too.

And eventually, she tried the sandwich.