Jack in the Box and WeedMaps

The Lempert Report
May 01, 2023

On today’s Bullseye – Jack in the Box just announced a partnership with Weedmaps. Weedmaps is an online platform that helps users find legal cannabis dispensaries, delivery services, doctors, and deals in their area. It was founded in 2008 and has become one of the most popular resources for those seeking information about cannabis products and services. Users can search for specific strains of cannabis, read reviews from other users, and locate dispensaries that carry the products they're looking for. The platform also provides information on cannabis laws, news, and events related to the industry. They have over 10 million active users globally as of 2021.

The media partnership makes sense – Jack in the Box has always promoted itself as part of cannabis culture – from its Munchie Meals to Wakey Bakey Hash to Snoop Dogg’s Merry Jane platform. Jack has set up a storefront on Weedmaps promoting its Pinneaple Express Milkshake and pineapple Red Bull – they mark the first food brand to make a media buy on the site. The reason? Well, “Some brands dip their toes into 4/20 with a lighter execution—something with a wink and a nod,” Ryan Ostrom, Jack in the Box’s CMO, told Adweek. “We want to put a stake in it and own the moment for quick-service restaurants.”

It was all about 4/20, also known as "Weed Day," the unofficial holiday celebrated by many cannabis enthusiasts around the world. The holiday takes place on April 20th each year and has become a popular time for people to gather together to celebrate and consume cannabis. 4/20 has become a significant cultural phenomenon, with many people attending cannabis-themed events and parties, and some cannabis dispensaries offering special deals or promotions on this day – following the likes of other themed created days that have nothing to do with heritage or religion. Ostrom says that “We understand what’s going on culturally in various states and nationwide, and we’ve done a lot of research with our guests. For a certain segment, 4/20 is an important holiday, and historically we’ve been there.” There is little doubt that this is great news for Weedmaps – breaking down the barrier to major advertisers should spur significant growth. What does it do for Jack in the Box? Adweek writes that the chain is continuing to lean into its late night clientele, which drives a significant amount of their business and no doubt, they write, overlaps with weed aficionados.

Here in LA, Jack is offering a pineapple-chicken sandwich for a limited time to further their brand with this market. If you are not in LA, no worries, there are links on Weedmaps with recipes on how you can make what Jack is calling their Edible Assortment at home – onion rings, popcorn chicken, mini tacos and mini pancakes.

Back to the pineapple tie ins.  Pineapple is often used as a symbol of cannabis culture, appears on clothing, jewelry, and other accessories. Some cannabis strains also have "pineapple" in their names, which can indicate a fruity or tropical flavor profile. Pineapple has become a popular symbol of hospitality and friendship among cannabis enthusiasts, and it's often used as a way to indicate that a person or place is welcoming to those who consume cannabis. It’s like a secret handshake to enter a secret club.