Joe Romanelli interviews Jack O’Trade, the strong, silent type of marketing icon we created (and who now has a life of his own) for local home improvement center JAY-K. Jack has generated a lot of buzz on his way to becoming a local celebrity, and now he’s back in a big way to help launch a JAY-K contest.

We’ve hidden him on their new website in selected department photos. Lucky website visitors can get an instant 20% off coupon for anything in the store, and chances for a $100 JAY-K gift card or the Grand Prize, a Caribbean cruise for 2.

Jack’s helping highlight some of the new website’s features, like improved navigational tools, faster access to product information, an enhanced “Find Area Pros” section for pairing JAY-K customers with local contractors, and regularly updated news, tips and information for homeowners and contractors.

Check Jack out on JAY-K’s website.