The Search for Granfluencers
That’s right—we called on grandparents, those sassy anchors of Southern families who aren’t only experts in what the South is all about, but can also recite the Jack’s menu with their eyes closed. We called them the Granfluencers, and we launched a contest to find them. Ten winners would receive free Jack’s for a year and a swag pack, and one grand prize winner would also be given the chance to be in a Jack’s ad.
Even though we knew our most loyal customers may not even be on social media, their kids and grandkids were. So we turned to local influencers to get the party started by highlighting their own grandparents.
Because the Jack’s brand had already built equity in the grandparent, making Me-Maw’s voice familiar in social content, granfluencers took off. And during a time in which we all wanted to keep our grandparents extra safe, it was the perfect way to let them know much we love ’em.