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Jack in the Box and Becky G Pair up in Tiktok’s Newest Trend: The Remake of…the Chicken Dance

Creative 3.7k Add to collection

The fast food chain celebrates its new chicken sandwich in latest David&Goliath campaign

Jack in the Box and Becky G Pair up in Tiktok’s Newest Trend: The Remake of…the Chicken Dance
In the latest campaign by David&Goliath, titled 'New Chicken Dance', Jack in the Box takes to TikTok to celebrate its best chicken sandwich they’ve created yet – the brand new Cluck Sandwich by partnering with global superstar Becky G and various TikTokers, world renowned choreographer Richy Jackson and creative music company MAS – Music And Strategy to launch the remix and remake of the Chicken Dance – turning it into TikTok’s newest trend.

“TikTok is one of the biggest social media platforms around, and Jack has always been a brand with its finger on the pulse of pop culture,” said Lixaida Lorenzo, group creative director of David&Goliath. “We wanted to spread the word about Jack’s new, better-than-ever chicken sandwich. And given the popularity of fun choreography on TikTok it just made sense to do it with a new, better-than-ever chicken dance. By tapping top musicians, a world-class choreographer, and a beloved pop star like Becky G to spread the word, this campaign tells the world about the amazing new Cluck Sandwich in a culturally relevant way that creates authentic connections with the brand.”

The campaign kicked off on TikTok where Becky G teased a 'big reveal' with Jack in the Box. On the heels of the teaser, she debuted the brand new track and tight, trendy moves of the new Chicken Dance, prompting TikTokers not to 'chicken out' and learn and share the dance on their TikTok and Instagram using the hashtag #JacksNewChickenDance. As an added bonus, Jack in the Box will be donating $1 to Jack’s charity partner No Kid Hungry – up to $100,000 for every share of the new Chicken Dance between 17th December - 14th February.

The hero spot of the 'New Chicken Dance' campaign, which launches today, is a :30 spot featuring a rather content, dancer flapping his arms like a chicken, and 'getting down' to the timeworn dance when Jack and Becky G slide onto the scene and show him how it’s really done. A number of TikTokers join in as they all together bust a move to the new catchy tune with a big reveal at the end - 'New Chicken Dance', 'New Chicken Sandwich'.

“Having the opportunity to combine two things I love, dancing and helping others, is something I always strive for when collaborating with brands. When I was approached with the chance to help create a TikTok dance that will raise funds for No Kid Hungry with Jack In The Box, I was so excited to participate”, said Becky G.

To amplify the campaign, Becky G will be joined by TikTok influencers who will be posting videos of themselves doing the new Chicken Dance and encouraging their followers to learn and share the dance, and also try Jack’s new Cluck Sandwich. Additional campaign elements include a :15 TV spot, digital and social integrations. 

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Client: Jack in the Box


Agency: David&Goliath

Founder & Creative Chairman: David Angelo

President: Yumi Prentice

Group Creative Director: Lixaida Lorenzo

CD / Copywriter: Matt Kappler

CD / Art Director: Sheldon Melvin

Copywriter: Mac Mullen

Art Director: Tucker Stosic

Production Coordinator: Abigail Grinberg

Executive Producer: Kara Pierce

Senior Producer: Jane Krull

Producer: Ann Truong

Strategy Director: Stacey Kawahata

Strategist: Delaney Thomson

Comms. Planning Director: Jeff Cannata

Managing Director: Chris Einhauser

Account Director: Lindsay Brown

Account Supervisor: Jenavieve Cazares

Account Executive: Katie Minie

Director of Business and Legal Affairs: Natasha Royzina

Business Affairs Manager: Marlon Pineda and Lupe Ramos

Project Coordinator: Tori Landin

Project Manager: Cassandra Horne

Associate Director of Project Management: Amy Chiang

Managing Director, Integrated Production & Technology Services: Peter Bassett

Executive Producer: Noah Luger

Sr Print Producer: Jenny Wu

Production Coordinator: Abigail Grinberg

Digital Producer: Kyle Stein

Digital Designer: Meagan Steinkamp

Developer: Mariano Echegoyen


Production Company: Hound

Director: Isaac Rentz

Choreographer: Richy Jackson

B-Unit Director: Mac Mullen

Director of Photography: Giles Dunning

Executive Producers: Joby Barnhart and Missy Galanida

Producer: Mark Hall


Music Production: MAS - Music and Strategy

Executive Producer: Gabe McDonough

Producer: Angela Asistio

Composer: Mike Gonek


Editorial House/VFX: Roger

Creative Director: Dane Macbeth

Executive Producer: Josh Libitsky

Editor: Josiah Taylor

Producer: Heidi Zadok

Sound Design & Mix: Margarita Mix

Sound Engineer: Nathan Dubin

Executive Producer: Paula Arnett

Executive Producer: Whitney Morris

Telecine: Company 3

Sr. Colourist: Sean Coleman

Sr. Producer: Matt Moran

Categories: Fast food, Retail and Restaurants

David & Goliath, Thu, 17 Dec 2020 16:40:23 GMT