When Snoop Dogg Gets the Midnight Munchies, Jack Box Rides to the Rescue

Jack Box feat. Snoop Dogg. This jam had to happen!

Everyone’s fave rapper/marketing maestro gets the late-night munchies. Can’t imagine why. Anyhoo, Jack in the Box and its freaky mascot are on hand with a new menu, including “Snoop’s Munchie Meal.”

Fresh off his Mint Mobile collab with Ryan Reynolds, Jack hangs with Snoop in fresh spots from TBWAChiatDay L.A. These check all the righteous boxes. We get the artist’s trademark drawl, rap-culture humor, an aura of getting nicely toasted (like bread?), plus some Easter eggs.

At one point, SD dons Box’s big plastic head. That’s worth the price of admission!

It’s a campaign made to order, with all the stuff fans crave. Except maybe Dogg bestie Martha Stewart. (Though it’s probably best to keep her far away from kitchen prep these days).

“Snoop’s no stranger to late-night food cravings,” Jeff O’Keefe, TBWACD creative director, tells Muse. “But that’s not the only reason he made sense as a partner here. He’s an iconic personality, with a sense of integrity and a sense of humor. He’s totally comfortable in his own skin and naturally associated with late night and hanging out.”

Put another way: “Everything about him matches well with the way the brand behaves. He also has an authentic connection to Jack in the Box, having grown up with it as a kid.”

Turns out Martha may have good reason to be jealous.

“In between shots, Snoop and Jack just kept talking in this laid-back way,” O’Keefe recalls. “We kept the camera rolling and got some great footage of them goofing around, reminiscing, digging on each other, etc. They were like a couple of A-listers making a movie. It wasn’t Snoop and an actor but Snoop and Jack.”

As for the soundtrack. “It was really important to us that we use a classic Snoop song across all the elements of the campaign, to tie it together and deepen that sense of familiarity,” he says. 

“‘Who Am I (What’s My Name)?’ from his classic album Doggystyle fit the bill perfectly. In a nice little bit of serendipity—Doggystyle is about to have its 30th anniversary.”

Hip-hop itself turns 50 this year, with Sprite, Wendy’s, Pepsi x Apple Music and more inviting rappers like Nas, T-Pain and Bad Bunny to the brand-boosting celebration.

CREDITS

Client: Jack in the Box
Chief Marketing Officer: Ryan Ostrom
VP of Marketing + Communications: Sheena Dougher 
Senior Manager, Brand Marketing: Jessica Deprizio 
Associate Brand Communications Manager: Ashley Rhorer 
Director, Social Media & PR: Morgan Higgins
Social Media Manager: Ciara Austin
Associate Public Relations Manager: Casey Middleton 
Social Media Coordinator: Makenzie Abuyen-Nuestro 
Head of Media: Daniel MacDonald
Media Manager: Jason Climaco 

Agency: TBWAChiatDay
Chief Creative Officer: Renato Fernandez 
Chief Design Officer: Bruno Regalo
Executive Creative Director: Jason Karley 
Creative Director: Bert Marissen
Creative Director: Jeff O’Keefe
Art Director: Bern Dalla
Copywriter: Jon Ollom
Designer: Andrea Nazario
Executive Producer: KimLara King
Producer: Aubrey Larson
Associate Producer: Linnea Goodman
Art Producer: Ted Copeland
Activation Producer: Amanda Azoroh 
Production Coordinator: Daysi Centeno
 Business Lead: Alison Kaplan
Brand Director: Alexandra Arroliga 
Management Supervisor: Simran Devidasani 
Account Executive: Chase Munroe
Account Executive: Marcela Carbajal
Group Operations Director: Claire Lynch 
Project Manager: Shubha Chakravarty
Project Manager: Scharlotte Storey
Group Strategy Director: Jeremy Davis 

Strategy Director: Corey Kindberg
Senior Strategist: Hannah Schweitzer
Head of Connections Strategy: Stephanie Ehui 
Director of Business Affairs: Robin Rossi 
Senior Business Affairs Manager: Allison Fasano 
Talent Manager: Adele Orsen
Director of Traffic Operations: Dessiah Davis
Traffic Manager: Julia Sen 
Client Finance Budget Manager: Ashleigh Millette 
Budget Manager: Marcus Tom 

Production Company (Live Action): O-Positive 
Director: Brian Billow
Director of Photography: Sebastian Pfaffenbichler 
Line Producer: Grayson Bithell 

Production Company (Food): Camp Lucky 
Director / DP: Tom Ryan
CEO / Partner: Tammie Kleinmann 
Executive Producer: Brandon Tapp 
Producer: Chelsea Sevadjian 
Producer: Evan Murphy 

Editorial: Arcade Edit
Editor: Geoff Hounsell
Editor 2: Fernando Raigoza
Assistant Editor: Paulo Miramontes 
Producer: Wendy Umanzor
Executive Producer: Crissy DeSimone 
Head of Production: Megan Dahlman 

VFX: Timber
Flame Lead: Brian
Flame support: Chris de Cristo 
Flame Assist: Adam
Nuke Comping: Aryel Melek-Shalom 
After Effects: Gabe
Head Of Production: Ryan Dahlman 
Producer: Wendy Umanzor 

Color: CO3
Senior Colorist: Stefan Sonnefeld 
Senior Producer, Color: Blake Rice 

Sound Design + Mix: LIME Studios 
Mix Engineer: Sam Casas 
Assistant Mix Engineer: Collin Thomas 
Assistant Mix Engineer: Meg Ochs 
Associate Producer: Cassie Underwood 
Executive Producer: Susie Boyajan 

Music (TVC + OLV):
Track: “Who Am I? (What’s My Name?)”
Artist/Composer: Snoop Dogg 
Track: “Early Word”
Composers: Beacon Street Studios 
Adrea Lavezzoli – Executive Producer 

Dogg in the Box Activation 
Production Partner: BeCore Executive 
Producer: Preeya Patel
Producer: Hannah Reeder
Producer: Casey Mitchell