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Jack in the Box marketing chief Ryan Ostrom explains keys to brand’s fun online personality

Power List member Ostrom shares more on the brand’s strategy for keeping Jack in the Box relevant and distinct.


Jack in the Box enjoys a unique position in restaurant marketing, one enjoyed by few other companies: It has a quirky, irreverent attitude that gives it permission to be funny and daring in its messaging.

That especially includes on social media, where Jack in the Box is tapping into influencers to access audiences in creative new ways. For the past few years, that’s been through its CRAVED strategy, through which Jack in the Box aims to be cultural, relevant, authentic, visible, easy, and distinctive to the guest.

CMO Ryan Ostrom — just named to NRN’s Power List — is behind the CRAVED strategy and driving Jack in the Box’s marketing message. He joined the latest episode of Take-Away with Sam Oches to talk about that strategy and explains how the brand has leaned into its quirky personality particularly with social media influencers.

In this conversation, you’ll learn more about why: 

  • You can’t afford to waste your marketing
  • Marketing shouldn’t interrupt the conversation with the guest but be a part of it
  • Influencer marketing must be authentic, not scripted
  • Niche influencers provide a more natural opportunity to connect with communities
  • Social media is a great place to be edgy, but it must be authentic to your brand

Contact Sam Oches at [email protected].  

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