Jack in the Box Levels Up Gaming with T‑Pain in Fortnite
Jack in the Box is taking its late-night Munchie Meal campaign into the gamer universe by teaming up with none other than T‑Pain. In a first-of-its-kind branded Fortnite experience, the chain is transforming its signature menu into in-game power-ups—complete with a custom map and a live-streamed showdown. This marks Jack in the Box’s most ambitious leap yet into the gaming space.
Introducing the T-Pain Munchie Meal
Launching June 6, the campaign centers around T‑Pain’s new Munchie Meal now available at Jack in the Box nationwide. The Grammy-winning entertainer, renowned gamer, and content creator makes his Fortnite debut alongside the brand’s mascot, Jack Box, inside a fully immersive Fortnite world.
“T‑Pain is a true multi‑hyphenate — an innovator who brings originality and personality to everything he touches, from music to gaming to content creation,” said Sheena Dougher, VP of Marketing at Jack in the Box.
Jack Zone Wars: Game Meets Grub
The Fortnite activation—dubbed Jack Zone Wars—shrinks players onto T‑Pain’s massive gamer’s desk, turning everyday items like monitors, soda cans, and controllers into part of the battlefield. The Munchie Meal becomes powerful in-game items: tacos restore health, stuffed cookies provide a speed boost, curly fries give jump enhancements, and the Burg‑R‑Tater Melt doubles damage.
Players who purchase the Meal via the Jack app unlock T‑Pain’s exclusive loadout, featuring mythic weapons and added damage bonuses, as part of the branded experience.
Live-Streamed Fortnite Event
The campaign will feature a live Fortnite battle streamed on June 26, hosted by T‑Pain from his pro gaming studio. Fans can join “Team Pain” in a Last Man Standing match—those who beat T‑Pain earn a free Munchie Meal.
A Strategic Expansion into Gaming Culture
Jack in the Box began its gaming journey in 2017 with sponsorships of esports teams like Team Envy and the Dallas Fuel, eventually launching “Gamer Jack,” the chain’s official Twitch ambassador in 2023.
“What interested us even more than T‑Pain’s singing … was his pure, unadulterated love for gaming,” said Jeff O’Keefe, creative director at TBWA\Chiat\Day .
Ryan Ostrom, Jack in the Box’s Chief Customer and Digital Officer, added:
“T‑Pain is a multi‑hyphenate force and creative powerhouse—just like Jack. We both thrive on variety. From music to gaming to food, T‑Pain brings something different to every experience. At Jack, we’ve built our brand around that same idea—offering unexpected flavor mashups and bold choices for whatever you’re craving.”
Bringing Loyalty to Life Through Experience
This campaign emphasizes experiential loyalty over points-based programs—Jack in the Box aims to build deeper emotional connections with customers through immersive gameplay and exclusive T‑Pain content .
What’s Next?
The T‑Pain Munchie Meal and Fortnite experience will run until July 27, available at all Jack in the Box locations, the Jack app, and online. With a blend of music, food, and gaming, Jack Zone Wars aims to satisfy late-night cravings and gamer appetites across platforms.
