It was 2020, and mask wearing was still new. Yet people were getting tired of smelling their own stinky mask breath. To help, Jack in the Box found a way for people to inhale the sweet aromas of something much better: Jack in the Box’s new plant-based chicken sandwich. 

In order to prove Jack’s Unchicken Sandwich tastes like the real deal, we needed to prove Jack could make anything chicken-y. We launched by putting our audience’s noses to the test with our very own blind smell test. Ultimately, everyone came to their scent-ses and recognized our delicious chicken aromas.

The mask stunt exceeded expectations, sparking articles, daytime TV coverage, and massive social buzz. People weren’t sure if they loved it or hated it, but they couldn’t stop talking about it.