|Title||THE PACKS THAT SCARE BIRDS|
|Product / Service||HUNGRY JACK'S FRIES|
|Category||A04. Use of Merchandising/in-Store Experience|
|Entrant||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Entrant Company||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Advertising Agency||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Paul Nagy||Clemenger BBDO Sydney||Executive Creative Director|
|Ian Broekhuizen||Clemenger BBDO Sydney||Creative Director|
|Malcolm Caldwell||Clemenger BBDO Sydney||Creative Director|
|Sarah Parris||Clemenger BBDO Sydney||Art Director|
|Tim Mcpherson||Clemenger BBDO Sydney||Head Of Craft|
|Daniel Mortensen||Clemenger BBDO Sydney||Senior Designer|
|Henry Welch||Clemenger BBDO Sydney||Print Producer|
|Justin Cox||Clemenger BBDO Sydney||Group Account Director|
|Gemma Troup||Clemenger BBDO Sydney||Senior Account Manager|
|Lucas Vazquez||Clemenger BBDO Sydney||Editor/ Director of Photography|
|Anthony Tiernan||Clemenger BBDO Sydney||Sound Engineer|
The Pack That Scares Birds were implemented at Hungry Jack's restaurants where there was a proven history of birds attacking patrons to steal their food. The activation took place outside of these stores whenever a customer bought fries and stepped outside -- because we were protecting the fries at the very moment they were being eaten. The promotion ran over a period of 6 weeks.
Each year, Hungry Jack's (Australia's burger king) has over 20 million customers who eat outdoors. Their enjoyment of our 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? Using holographic paper that's scientifically proven to scare birds by refracting sunlight, we protected the fries at source. The movement of the packaging in people's hands, plus the movement of the birds, created a constantly startling pack surface.
It worked. We created packaging that protected Hungry Jack's customers' fries while they enjoyed them in the sunshine. Which in turn made them love the brand even more. See below for confidential results.
The campaign was executed over 6 weeks at three stores. Stores with a high propensity to bird attacks were chosen. They were Bondi Beach, Five Dock and Circular Quay. The campaign ran according to plan.