THE PACKS THAT SCARE BIRDS

TitleTHE PACKS THAT SCARE BIRDS
BrandHUNGRY JACK'S
Product / ServiceHUNGRY JACK'S FRIES
CategoryA04. Use of Merchandising/in-Store Experience
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Entrant Company CLEMENGER BBDO SYDNEY, AUSTRALIA
Advertising Agency CLEMENGER BBDO SYDNEY, AUSTRALIA

Credits

Name Company Position
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

Brief Explanation

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.

The Brief

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.