The brand has partnered with pop star Becky G to promote its Cluck Sandwich.
Jack in the Box


By Emmy Liederman

42 mins ago

In October, Zaxby’s reignited the chicken sandwich war as a regional underdog to competitor brands like McDonald’s and Popeyes. Jack in the Box, the West Coast-based fast-food chain, has now joined the fight.

But instead of throwing shade on Twitter, the brand has partnered with pop star Becky G to promote its Cluck Sandwich to the army of Gen Z TikTokers through a revamped chicken dance challenge. 

For every dance shared using the hashtag #JacksNewChickenDance, the company will donate $1 to No Kid Hungry, up to $100,000. According to Adrienne Ingoldt, svp, chief brand and experience officer, Becky G’s personality reflects the “limitless nature” of Jack in the Box customers, making her an ideal pick for this campaign. 

“Having the opportunity to combine two things I love, dancing and helping others, is something I always strive for when collaborating with brands,” she said in a statement. “When I was approached with the chance to help create a TikTok dance that will raise funds for No Kid Hungry with Jack in the Box, I was so excited to participate.”  

Jack in the Box is calling its entry in the Chicken Sandwich Wars the Cluck Sandwich Combo, which comes with a mystery sauce.

Jack in the Box, which just released its first faux meat sandwich, is not the first brand to engage with Gen Z through a dance challenge. This summer, American Eagle partnered with Addison Rae, the second-most followed creator on TikTok, to promote its back to school clothing line through the #InMyAEJeans challenge.

TikTok has increased its shoppable options in recent months, providing brands with new ways to monetize the platform aside from hashtag challenges. An integration with Shopify allows merchants to sell their wares without users needing to leave the app. Most recently, Walmart revealed it will air a shoppable livestream on the app on Friday, featuring a number of top choreographers on the app.

Emmy Liederman

Emmy is an Adweek contributor who is completing her journalism degree at The College of New Jersey with minors in Spanish and broadcast journalism.