For a certain generation of Alabamians, the Jack’s jingle is part of the soundtrack of their lives.
And its original version is getting a second life, along with a month-long deal for customers longing for yesterday’s prices.
Starting today, Jack’s is offering its Throwback Deal, which includes a classic cheeseburger, crinkle cut fries, and an all-new raspberry fried pie for $4.99.
Accompanying the deal is the company’s original jingle - “You’ll go back, back, back to Jack, Jack, Jack’s for more, more, more!” - which was a staple of Birmingham advertising for decades.
The classic tune was dubbed “The 15-cent Jingle.” Created to promote the restaurant’s 15-cent hamburger, it ran during local children’s television programs hosted by Cousin Cliff or Miss Jane on Channel 13, Bozo on Channel 6, or Sergeant Jack (the restaurant-inspired nickname given to host Neal Miller) on Channel 42.
As The Birmingham News noted on the chain’s 50th anniversary, “The jingle proved catchy, perhaps to the chagrin of parents who heard it repeatedly from their children long after the commercial was over.”
The original version was recorded in the 1960s at Birmingham’s Boutwell Studios, composed by Harry Kimbrell. Kimbrell’s sons. Mark and Matt, helped cut a three-minute version in the same studios for the company’s 50th anniversary in 2010.
The chain has now grown much larger than its Birmingham beginnings. Today, Jack’s has more then 220 locations across Alabama, Mississippi, Georgia and Tennessee, and is looking to add another 22 to 24 restaurants within the next year.
But the music of the past endures.
Roughly two years ago, in March 2021, an Alexandria audio shop owner contacted Jack’s through its online customer response platform with information on an old audio tape reel, recently purchased from an audio lot.
It was labeled, “Jack’s Hamburgers Jingle Master Save.”
The classic 1960s-era Jack's jingle was preserved on this master tape, discovered in 2021. (Jack's)
“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,” Jack’s CMO Billie Jo Waara said. “We knew we would take this individual up on her offer to purchase this item for historical relevance.”
The company paid $42.31 to cover costs of the reel and shipping.
Then last summer, Jack’s began talking about how to incorporate the jingle into its messaging.
The track was taken back to its birthplace at Boutwell Studios to extract the original audio of the jingle, as well as isolate its music on a track.
To accompany the “Throwback Meal” deal, the audio is featured in both 30- and 15-second Jack’s TV spots through Feb. 14, beginning today.
“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.
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January 05, 2023 at 12:07AM
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Jack’s resurrects rediscovered original jingle, along with classic prices - AL.com
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