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Jack Takes the Gold

Jack in the Box® Restaurants' ''Sirloin vs. Angus'' Ad Campaign Receives Gold Effie Award

SAN DIEGO--(BUSINESS WIRE)--June 5, 2008--When Jack in the Box® introduced its 100% Sirloin Burger last year, it caused a few ripples in the quick-serve industry. Not only did Jack in the Box introduce the first all-sirloin burger offered by a major fast-food chain, but it also unleashed a clever advertising campaign that caught the attention of consumers and the competition.

This week, the New York American Marketing Association awarded Jack's "Sirloin vs. Angus" ad campaign with the gold Effie award in the fast-food category. The advertising campaign, which included television, radio and print ads, highlighted the high quality of the chain's 100% Sirloin Burger by using humor and a play on words to differentiate it from several competitors who offer Angus burgers.

"Our ads promoting the 100% Sirloin Burger really resonated with our guests and were very effective in driving traffic to our restaurants," said Terri Graham, senior vice president and chief marketing officer for Jack in the Box Inc. "It was a very successful campaign and it's extremely gratifying for it to be recognized with a gold Effie award."

The Effie awards recognize creative achievement in meeting and exceeding an advertising campaign's business and sales objectives. Jack in the Box received Effie awards in the sustained success category for its long-running "Jack's Back" campaign in 2003, 2005 and 2006, and was awarded Effies in 1996, 2000, 2001 and 2002 in the fast-food category.

Jack in the Box Inc. (NYSE: JBX), based in San Diego, is a restaurant company that operates and franchises Jack in the Box restaurants, one of the nation's largest hamburger chains, with nearly 2,100 restaurants in 18 states. Additionally, through a wholly owned subsidiary, the company operates and franchises Qdoba Mexican Grill®, a leader in fast-casual dining, with more than 400 restaurants in 40 states. For more information, visit

    CONTACT: Jack in the Box Inc.
             Kathleen Anthony, 858-571-2301
             Media Relations Manager

    SOURCE: Jack in the Box Inc.