Jack in the Box partnered with internet-forward creative agency ZONED to make youth baseball dreams come true for the next generation of sluggers. By installing Jack’s Iconic Head on Little League foul poles across San Diego, mirroring its famous placement at Petco Park, the campaign turned a beloved brand icon into a symbol of support for the local little league scene. Providing kids with unforgettable memories, the initiative aimed to inspire the next generation and give kids a taste of what it feels like to be in the big leagues - making each child feel like an MVP.
Bringing the iconic Jack Head to select Little League fields across San Diego was a challenge we were excited to take on, given our previous activation of the Foul Pole at Petco Park. The initiative required navigating a range of challenges, specifically around permitting and stabilization of the fabricated Jack Head. Little League foul poles are not as well tended to as the big field, so we had to be creative and solution-oriented as we figured out logistics to safely uproot the head correctly. Through proper surveying and planning, we were able to successfully feature the iconic symbol by connecting with the fields and the Padres to bring out the Friar and secure details of the event itself were a breeze - every person was excited to make this as memorable as possible for the kids.
The campaign objectives were grassroots in nature, looking to inspire the children of the San Diego Little League scene and give them a taste of the big leagues. The community feedback was overwhelmingly positive, which was the success gauge on this. The kids had a blast with the event, elevated by the Padres Friar and Pad Squad appearance. But not only did we hit it out of the park with the community, we also saw that positive sentiment reflected in our social numbers. Our project saw 1.7M+ total views & impressions, and 25k+ total engagements on social media.
