Jack Astor’s
Jack Astor’s
Showing that Jack’s serves food chefs can swear by.
Showing that Jack’s serves food chefs can swear by.
Ditching the polished tropes of chain restaurant dining, The Garden brought Jack’s back-of-house to the front-and-centre. This food quality campaign celebrated the painstaking and "annoying" reality of a scratch kitchen to prove that fresh food tastes better with a side of rebellion.
Ditching the polished tropes of chain restaurant dining, The Garden brought Jack’s back-of-house to the front-and-centre. This food quality campaign celebrated the painstaking and "annoying" reality of a scratch kitchen to prove that fresh food tastes better with a side of rebellion.
The Problem to solve
Chain restaurants aren’t typically revered for their high-quality food. But unlike most chains who use shortcuts like bagged veggies and frozen food, the Jack Astor’s team actually hand preps, chops & bakes their dishes with fresh ingredients, made-to-order. While their food story is surprising, the real challenge was telling the story of their high food standards in a way that stayed true to their rebellious brand.
Our Solution
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, online video, and social ads, we showed chain skeptics that Jack’s is committed to making high-quality food the right way (the hard way) – even if it's annoying as hell.
Services
- Strategy
- Concept Development
- Writing & Art Direction
- Photography
- Film Direction
- Production
“We wanted to tell the story of Jack Astor’s food in a way that truly stood out—one that felt authentic, real and completely unique to us, a story that was long overdue.”
