Brief Explanation

Each year, Hungry Jack's has over 20 million customers who like to eat outdoors. But their enjoyment of our famous fries is being ruined. By birds. A worldwide problem, but particularly pertinent to Australia, birds constantly attack our patrons in order to steal their fries. What could we do to make their outdoor eating experience more enjoyable? And keep the birds away?

Results and Effectiveness

It worked. We used posters in a way that they had never been used before. As a deterrent. The posters protected Hungry Jack's customers' fries from birds while they enjoyed them in the sunshine. Which in turn made them love the brand even more. See below for confidential results.

Creative Execution

The posters were displayed at Hungry Jack's restaurants with outdoor eating areas, a higher propensity of birds and historical evidence of birds attempting to steal food. These included; Circular Quay, Bondi and Five Dock restaurants.

Insights, Strategy and the Idea

In order to carve out a piece of the category pie, worth AU$15bn annually, Hungry Jack’s looks to entice younger Australians, 15 – 39, through its great tasting meal and snack options. This demographic like to spend a great deal of their time outdoors in the Australian sunshine. Therefore, we decided to protect the fries the very moment they're being eaten. Posters were placed in store windows and patrons were encouraged to eat nearby. Posters were created using holographic paper that's scientifically proven to scare birds by refracting sunlight.