As California rings in the new year as a legal market for marijuana, some brands are looking to cash in with campaigns aimed at pot-smoking consumers.
One quick starter out of the gate is Jack in The Box -which has already tacitly gone after the stoner crowd over the years with its Munchie Meals, has partnered with rapper Snoop Dogg-backed digital media company Merry Jane for a “munchie” meal campaign targeting smokers suffering from the munchies after getting stoned.
The “Merry Munchie Meal,” which will be available at three California locations for a week in January, cost $4.20, and comes with two tacos, french fries, onion rings, five mini churros, three chicken strips and a small drink.
If you’re wondering how they came up with that particular price — the number 420 is used in recognition of April 20th being “Weed Day”.
While other brands might be reluctant to go after the still controversial demographic, for Jack in the Box, which has more than 2,200 restaurants, and has seen its share of struggles competing with the McDonald’s comeback as well as rising sales at Burger King, the move could help it get a few headlines and built some much needed buzz for the brand.
“This partnership is one more way for us to connect with them — whether you’re at a concert, up late playing video games or pulling an all-nighter. We are about welcoming all of our guests, no matter what they’re craving or why they’re craving it,” said Iwona Alter, the chain’s chief marketing officer, in a statement.
While this isn’t the first time that Jack in the Box has gone after the weed-smoking demographic, it is the first time it’s come right out and been open about it.
In 2014 the chain launched some funny TV ads marketing the chain’s Munchie Meals (without an explicitly stated connection to pot – but with obviously stoned characters) which quickly came to be known as “stoner commercials.”