In an age where fast food chains are fighting for visibility, Jack in the Box’s “Feeding Time” campaign slashes through the clutter with a daring twist—turning tacos into horror icons for Halloween. But this wasn’t just any Halloween stunt. Created in collaboration with TBWA\Chiat\Day LA, the campaign brought a terrifyingly fun short film to life, celebrating the return of Jack’s Monster Tacos and debuting the new Angry Monster Tacos.
The Challenge: Haunting the QSR Landscape
Every year, fast food giants go head-to-head for seasonal supremacy. Halloween is one of the most competitive times, and Jack in the Box needed to rise above the typical spooky fare. So, how could a taco chain make its mark in a way that felt fresh yet authentically Jack?
The answer: go all-in on horror.
Instead of traditional ads, Jack in the Box embraced the essence of Halloween by producing an original eight-minute horror short film titled “Feeding Time.” The film, directed by industry veterans with horror-writing chops, taps into a deeper consumer craving: not just for tacos but for entertainment that truly captures the eerie spirit of Halloween.
From Tacos to Terror: Concept Behind the Short Film
Set against a dark, fog-filled Halloween night, “Feeding Time” is an eerie tale of a cursed taco truck that lures in unsuspecting victims. The short film’s storyline follows three teenagers who are drawn to the truck after bullying two younger trick-or-treaters. What ensues is a hair-raising chase filled with creepy characters, ominous lighting, and the ultimate reveal of Jack himself as the puppet master behind the haunted tacos.
This campaign was anything but typical, offering an unexpected combination of fast food and fright. The eerie taco truck became the central character, with chilling visuals and sound design that mimicked classic horror films. By tapping into a genre that audiences love, Jack in the Box turned what could have been a standard product promo into something viewers would seek out on YouTube, TikTok, and social media for sheer entertainment value.
Hollywood Meets Fast Food
What sets “Feeding Time” apart from other Halloween-themed ads is the caliber of talent behind the scenes. The team behind the short film included Hollywood horror writers, famous for their work on Saw and American Horror Story. Their expertise in crafting suspenseful narratives allowed the brand to blur the line between an ad and a legitimate horror movie. The creative approach also helped the campaign resonate with audiences who might not typically engage with fast-food advertising.
The partnership with Hollywood professionals wasn’t just about star power—it also helped Jack in the Box take advantage of the ongoing writers’ strike. By hiring these writers, who were temporarily out of work due to the strike, Jack in the Box ensured that the project had both creative heft and ethical appeal.
Amplifying the Impact: Results and Consumer Reaction
The film was an instant hit, with over 2 billion views and 4.2 million interactions across social media channels. More than just numbers, “Feeding Time” created a new conversation around how fast food brands could approach seasonal marketing. Jack in the Box dominated the QSR Halloween space, beating out competitors and gaining critical acclaim from both industry professionals and consumers alike.
Many viewers commented that they had forgotten they were watching an ad at all, praising the film for its production quality and storytelling. Others called it one of the best horror shorts of the year—surpassing expectations for a brand like Jack in the Box.
Why the Campaign Worked: Lessons in Brand Authenticity
One of the reasons “Feeding Time” succeeded was because it didn’t try to be something it wasn’t. Jack in the Box has long embraced its quirky, irreverent brand personality, and this campaign played perfectly into that identity. The humor, the unpredictability, and even the unsettling imagery all tied back to the brand’s core message: Jack is an unruly character who doesn’t play by the rules, even when it comes to Halloween.
By fully committing to the horror genre, Jack in the Box didn’t just create an ad—they created an experience. And in today’s fast-paced, content-saturated world, experiences are what consumers crave.
Blurring the Line Between Advertising and Entertainment
“Feeding Time” represents a growing trend in advertising, where the lines between ads and entertainment are increasingly blurred. Consumers today don’t just want to be sold to—they want to be entertained, engaged, and even scared. Jack in the Box capitalized on this shift by offering something more than just a product pitch. They invited viewers into a world where tacos and terror collide, turning a fast food promo into a cultural moment.
As more brands explore this hybrid approach, we’ll likely see a rise in branded content that feels more like a Netflix episode than a 30-second spot. Jack in the Box has proven that with the right concept, even a fast-food chain can compete with Hollywood in creating compelling, binge-worthy content.
Conclusion: A Campaign for the Ages
“Feeding Time” is not just a standout Halloween campaign—it’s a masterclass in how brands can leverage creativity, talent, and cultural moments to break through the noise. Jack in the Box didn’t just deliver tacos; they delivered an unforgettable horror experience that will haunt the QSR industry for years to come.
As brands continue to experiment with content-driven marketing, “Feeding Time” serves as a chilling reminder that when it comes to advertising, sometimes, it’s the unexpected that leaves the deepest impression.