To celebrate 100 Episodes, we welcome back Ryan Ostrom, CMO and EVP at American fast-food chain, Jack in the Box. Since his first appearance on the podcast three years ago, Ryan has left his role in marketing leadership at GNC and pioneered an innovative turnaround for Jack in the Box. His strategy? A step-by-step process based on the principles of the acronym CRAVED: culturally relevant, authentic, feasible, easy, and distinctive. Today, he joins us to share the marketing philosophy that led to an award-winning campaign featuring Snoop Dogg and an activation dedicated to his intergenerational brand. Join us as we dive into Ryan’s experience of inheriting a legacy brand and the foundational work he has done to set the brand up for a new season of success. You’ll also find out how he managed to make the fictional Jack feel like a real member of the team, how he has used digital innovation to keep Jack in the Box relevant, and much more. Thanks for listening!
Key Points From This Episode:
- Lesser-known facts about Ryan Ostrom.
- Insight into the Jack in the Box advertisement featuring Snoop Dogg.
- What is behind the CRAVED acronym.
- Snoop Dogg’s intergenerational relevance and how the Dogg-in-the-Box activation unfolded.
- Strengths and weaknesses inherited from the Jack in the Box brand.
- Foundational work to set the brand up for success.
- Getting the social and digital platforms right.
- The evolution of the CRAVED acronym from Greg Creed’s RED.
- Bringing Jack to the forefront of the brand as a legitimate member of the team.
- How Jack in the Box’s strategy today leans into the digital environment.
- What sets their burgers apart after a two-year development process.
- How Jack in the Box has addressed negative reviews online.
- Predictions for the influence and role of AI in marketing.
- Ryan’s time at KFC under Yum! Brands.
- How Ryan brought the CRAVED philosophy to life at Jack in the Box and beyond.
- Ryan’s opinions on Gen Z, Facebook, and more!
Links Mentioned in Today’s Episode:
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