Is Jack in the Box Targeting Stoners With Their Munchies Meal Campaign?

2 years ago

Hello, friend. I'm here to take advantage of your indica-induced munchies. (Roland Tanglao/Flickr)

Need further proof that Americans’ (as well as our government’s and police officers’) attitudes toward marijuana are shifting? Flip on your TV and check out Jack in the Box’s Munchies Meal campaign.

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Marketed as the “cure to mellow even the meanest manifestation of the munchies,” each meal — which is only available from 9 pm to 5 am — comes with two tacos, a mixed order of regular and curly french fries, a 20-ounce soda and your choice of one of four entrees. Options include the Stacked Grilled Cheese Burger and the Exploding Cheesy Chicken Sandwich — high-calorie concoctions with names befitting a stoner’s ear.

Despite commercials featuring vacant, half-baked Millennials struggling to hold conversations with the fast-food joint’s trippy mascot, Jack Box, the restaurant insists it isn’t trying to lure stoned drivers to its late-night drive thrus:

Keith Guilbault, vice president of menu innovation at Jack in the Box, told USA Today‘s Bruce Horovitz that the new menu is “targeted at folks looking for indulgent treats.” Horovitz says that includes “late-night shift workers and Millennials who get the munchies at odd hours.”

What do you think? Are these commercials a classic callout to pot heads, or is Jack in the Box simply trying to build upon the success of other late-night menus like Taco Bell’s Fourth Meal in an attempt to reach out to sleepless and starving Millennials?

Munchies Meal Campaign:

Just remember, Jack in the Box is BAD for you. Terrible, in fact.

RYOT NOTE: Jack in the Box’s Munchies Meal campaign is a sure sign that the tide is shifting in favor of marijuana legalization. The National Organization for the Reform of Marijuana Laws is leading the legal effort to make sure every adult can enjoy a little weed now and then, as long as they’re being responsible about it. Click on the gray box alongside this story to learn more, donate and Become the News!

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