History of Spice

Integrated Campaign

In a world of burgers that feature hot, spicy, and bold flavors, how does a simple ingredient like black pepper compete? That was the challenge D&G faced when launching Jack in the Box’s Black Pepper Cheeseburger. What we uncovered was a rich history that surrounded this spice, unfolding into a campaign that took Jack on a journey in the footsteps of countless explorers before him—with some surprises along the way.