Jack in the Box's carnivalesque, immersive activation premiered at the Las Vegas music festival, Life Is Beautiful. The three-day experience, hosted by renowned Instagrandma Baddie Winkle, featured Jack in the Box menu-inspired items including: taco seesaws, a giant bacon slide, dipping sauce (RANCH!) ball pit, curly fry swings, flaming skeeball and more.
Jack in the Box sought to bring its adventurous and fun-loving brand identity to the festival to bring guests an experience that would spark nostalgia and bring out their inner child to play. The footprint was also the only fast food brand at Life is Beautiful with an activation of this size and scale, a festival first!
