We went behind kitchen doors to tell a raw and authentic story behind Jack Astor’s food quality commitment. 

We conducted interviews with real Jack Astor’s chefs to get their unfiltered takes on the worst parts of making great food – using their bitching and moaning insights to inspire OOH, social and video spots. Oh, and then we made them the stars of the campaign. Opting for authenticity over acting chops, we cast real Jack’s line cooks, pantry cooks, chefs – and even their Culinary Director as our hero talent. 

In a nation-wide campaign that spanned OOH, OLV, social & digital video, we showed chain skeptics Jack’s commitment to making high-quality food the right way (the hard way) – even if it's annoying as hell.