Jack's
Food First

Chain restaurants aren’t typically revered for their high-quality food. But unlike most chains who use shortcuts like bagged veggies and frozen food, Jack Astor’s actually hand preps, chops & bakes their dishes with fresh ingredients, made-to-order. Their food story is surprising, but the real challenge was how to tell the story of their high food standards in a way that was true to their rebellious brand.

We went to back-of-house to bring Jack's food quality story front-and-centre. Inspired by real employee interviews and starring real Jack's cooks, we put a spotlight on all the annoying extra steps and practices that go into making some of the restaurant’s most popular (and painstaking) dishes. 

​In a nation-wide campaign that spanned OOH, OLV, social & digital video, we showed chain skeptics Jack’s commitment to making high-quality food the right way (the hard way) – even if it's annoying as hell.