The Jack’s Jingle Journey: Revisiting a Classic Brand Tale with a New Year’s Twist

Beloved Southern restaurant network going “Back, Back, Back,” for first campaign of 2023

BIRMINGHAM (Jan. 3, 2023)As the New Year begins, Alabama-based Jack’s Family Restaurants (Jack’s) will be bringing a bit of its rich past to consumers and in a way that takes guests “Back, Back, Back,” to the beginning — and in more ways than one.

Jack’s first, limited-time menu offering of 2023 will feature a trio of classic Jack’s items. Starting tomorrow, Jan. 4, Jack’s Throwback Deal includes an all-beef classic cheeseburger, classic crispy crinkle cut fries, and an all-new raspberry fried pie for an affordable price of just $4.99.

“Offering items that guests know and love for under $5 not only fuels a nostalgic brand component but also illustrates our commitment to bring great value ‘back, back, back’ for those we serve,” said Jack’s CMO Billie Jo Waara.

This offer comes with a unique brand twist, as guests will hear something a bit familiar in the advertising Jack’s has chosen to promote it. 

Most longstanding Jack’s fans remember the brand’s catchy jingle first released in the 1960s and originally recorded at Birmingham’s Boutwell Studios. Composed by Harry Kimbrall, the 12-second tune seared Jack’s growing brand presence into the minds of old and young Southern food fans alike and was used as part of Jack’s advertising campaigns throughout the following decades.  

In 2010, Jack’s retooled and released an extended three-minute version of the song in celebration of the restaurant network’s 50th anniversary. That specific track was again recorded at Boutwell Studios and featured Kimbrall’s sons, Mark, on guitar and Matt, on drums.

Fast-forward to March 2021 and a message sent to Jack’s headquarters through its online customer response platform saying that an audio shop owner in Alexandria, Alabama, had come across an old track reel in a recently purchased audio lot labeled, “Jack’s Hamburgers Jingle Master.”

“The message was a happy surprise for all of us, as no one at Jack’s ever had access to an original recording of the jingle; we knew we would take this individual up on her offer to purchase this item for historical relevance,” said Waara. “$42.31 later to cover costs of the reel and shipping, and this piece of our rich brand history was in hand.”

For several months, the reel was kept safely tucked away at Jack’s headquarters, however Waara knew that — when the right time presented itself — she wanted to integrate its contents into a unique advertising campaign.

“Talks began this past summer with our new agency partner to incorporate this audio into our messaging at some point, but timing just didn’t feel natural,” said Waara. “That is, until now.”

After returning the track reel to Boutwell Studios where the jingle’s story first began, producers extracted original audio of the jingle itself, as well as additional, never-before-heard instrument-only sections. This audio will be featured in both 30- and 15-second Jack’s TV spots through Feb. 14.

And while Jack’s originated in Alabama, it’s now expanded across three additional Southern states. The value of a classic Jack’s meal and jingle resonates with guests regardless of location or whether they’ve had decades-long exposure to the brand.

“Using a nod to nostalgia doesn’t just evoke memories, but it allows new guests to understand who we are fundamentally. The Jack’s Jingle was and is indicative of what we offer as a brand: more, more, more,” said Waara. “From burgers to chicken, biscuits to desserts, we provide guests with various options, all made with a bit of Southern love and prepared for people in communities with whom we hope to build relationships — and those we hope will include Jack’s into their dining out routines.”

The Jack’s Throwback Deal for $4.99 is available from Jan. 4 – Feb. 14 for order in-store or for pick up at eatatjacks.com, or on the Jack’s app.

ABOUT JACK’S FAMILY RESTAURANTS

Founded in 1960 in Homewood, Alabama, Jack’s Family Restaurants started as Jack’s Hamburgers in a walk-up hamburger stand that served burgers, fries, sodas and shakes and has now grown to more than 230 locations in four states in the South. Jack’s is All About The South and serves its guests quality food with an emphasis on community involvement and charitable giving. For more information, visit eatatjacks.com or follow them on Facebook and Instagram.

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