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.