Jackson Hewitt Launches 'Big Check' Advertising Campaign

Integrated Campaign Spotlights Consumers Receiving Oversized Tax Refund Check, With Tagline 'Get Every Dollar You Deserve(SM)'

Jan 05, 2010, 09:00 ET from Jackson Hewitt Tax Service Inc.

PARSIPPANY, N.J., Jan. 5 /PRNewswire-FirstCall/ -- Jackson Hewitt Tax Service® has captured the universal excitement of a taxpayer receiving a tax refund check, and ideally a larger refund amount than they may have expected. The "Big Check" campaign features individual taxpayers, couples and families happily incorporating an oversized refund check into their daily activities - the result of choosing Jackson Hewitt® to help them identify and file for all the deductions and credits they are entitled to receive. The campaign, which breaks this week, is a new, fully-integrated national advertising campaign that will run across television, radio, print, online, out-of-home, direct mail and in-store during multi-week flights between January and April.

According to the IRS, approximately 96 million* taxpayers received refunds in 2009. This pervasive experience underlies the universal appeal of Jackson Hewitt's advertising approach. In one spot, a taxpayer transports his 'Big Check' in the back of a pick-up truck, while in another, a couple lovingly curls up on the couch embracing their 'Big Check' while watching television. The tagline - 'Get Every Dollar You Deserve' - underscores the fact that for many taxpayers, an annual tax refund is an exciting payment to receive.

"Our campaign showcases clients working with knowledgeable tax preparers to ensure that they claim all the credits and deductions they are entitled to, especially those from the many recent tax law changes," said Debra Dowd, Vice President, Marketing, Jackson Hewitt Tax Service. "The end result for many is the receipt of a sizeable tax refund!"

The 'Big Check' campaign will resonate with taxpayers who are seeking the opportunity this tax season to benefit from making certain purchases tied to tax deductions or credits, such as the First-Time Homebuyer Credit or the credit for buying an energy-efficient appliance. There are also deductions and credits that pertain to a taxpayer's lifestyle or personal situation, such as the Earned Income Credit or the Additional Child Credit.

With tax preparation kiosks in over 1,800 Walmart stores throughout the country this tax season, the campaign also ties in the company's new, exclusive relationship with Walmart. The new ad campaign will showcase this relationship through a co-branded 'Big Check' television spot and two radio spots that promote Jackson Hewitt tax preparation availability at Walmart locations. The presence in Walmart will also be seen in direct mail pieces and on Walmart.com, which will feature a co-branded Tax Center with resources and tips for taxpayers.

"We are excited to have this opportunity to extend our campaign through our Walmart relationship," said Dowd. "We believe it is a positive tax time message to deliver. Not only can you find Jackson Hewitt tax preparers to help you claim all the deductions and credits you are entitled to receive, but now you have even more ways and locations to connect with us."

For more information about Jackson Hewitt, visit www.Jacksonhewitt.com, and to view one of the 'Big Check' television spots, please visit www.Jacksonhewitt.com/Ad.

* Source: http://www.irs.gov/newsroom/article/0,,id=207293,00.html

About Jackson Hewitt Tax Service Inc.

Jackson Hewitt Tax Service Inc. (NYSE: JTX), with more than 6,000 franchised and company-owned offices throughout the United States, is an industry leader providing full service individual federal and state income tax return preparation. Most offices are independently owned and operated. Jackson Hewitt is based in Parsippany, New Jersey. More information may be obtained at www.jacksonhewitt.com. To locate the Jackson Hewitt Tax Service® office nearest to you, call 1-800-234-1040.


    Melissa Connerton                         Stephanie King
    CooperKatz & Company                      CooperKatz & Company
    917-595-3039                              917-595-3055
    mconnerton@cooperkatz.com                 sking@cooperkatz.com

SOURCE Jackson Hewitt Tax Service Inc.