When Jack in the Box® introduced its 100% Sirloin Burger last year, it caused a few ripples in the quick-serve industry. Not only did Jack in the Box introduce the first all-sirloin burger offered by a major fast-food chain, but it also unleashed a clever advertising campaign that caught the attention of consumers and the competition.

This week, the New York American Marketing Association awarded Jack's "Sirloin vs. Angus" ad campaign with the gold Effie award in the fast-food category. The advertising campaign, which included television, radio and print ads, highlighted the high-quality of the chain's 100% Sirloin Burger by using humor and a play on words to differentiate it from several competitors who offer Angus burgers.