Page 54 - Print 21 magazine Jul-Aug 2021

Business
Winning with
print and data
In a triumph for smart packaging, flexo and digital printing, and promotional marketing, Hungry Jack’s has launched
its biggest ever on-pack promotion – Uno at Hungry Jack’s
– delivered by a cross-industry collaboration between the fast food chain, Result Group, TLC Marketing, Multi-Color Corporation, and Detpak. Lindy Hughson reports.
Marrying print with data has long been talked about as a winning marketing strategy and, for
print businesses that put their minds to it, as a way of moving away from the commodity print crowd and into high-margin work.
The Uno promotion at Hungry Jack’s burger chain is a shining example of how print can work with data to deliver real results for everyone involved.
Result Group was the project lead, managing the game development and packaging deployment, drawing on the company’s expertise in variable data, promotional implementation and management, as well as its know-how in industry-specific application machinery and processes, to bring the promotion to life.
As I discovered, it is a multifaceted, highly complex project deploying the latest in intelligent packaging technology, and the expertise of all the stakeholders.
So strap in as we unpack how
it was done...
The back story
Twelve months ago, Hungry Jack’s appointed Result as the head packaging developer and risk manager for an integrated marketing campaign based on the card game Uno, owned by toy company Mattel.
Result was tasked with developing the consumer game piece and then applying it to consumer packaging, specifically the Hungry Jack’s drink cups and fries scoops.
At the outset, Result worked with Hungry Jack’s to identify the different concepts associated with the project’s complexity
54 Print21 JULY/AUGUST 2021
and, in particular, the factors and characteristics related
to the complexity of the label development.
Given the complexity of the execution, sourcing a label partner was no easy task. Initially, a global partner outsourcing exercise was explored in the US and Europe, however, a partnership on home soil was ultimately established with label giant Multi-Color Corporation (MCC).
The partnership drew on MCC’s world-class expertise in label solutions in both conventional
and digital printing, simplifying processes, maintaining compliance and driving cost savings for what is arguably one of the most complicated labels ever developed with a prize distribution, and, according to the project stakeholders, “as complex
as ever achieved in promotional printing in Australia”.
Promotion and
game design
The promotion takes inspiration from popular card game Uno.
Hungry Jack’s Uno is free to
play for customers when they
buy a regular or large value meal from Hungry Jack’s. The regular and large drink cups and fries scoops come with two or three (respectively) game cards that allow customers to match and win a variety of major non-food prizes, minor non-food prizes, food and beverage prizes or No Win with the option of a second chance draw.
There are cards with unique codes that can be redeemed online for the major instant win prizes, and cards printed with unique 2D codes that are redeemed at store level across the
Complex: Printing for the Hungry Jack’s Uno promotion Digital: printing variable data
counter, directly into Hungry Jack’s point of sale (POS) terminals all across Australia.
The cards consist of four different colours (red, yellow, green, blue) as well as the Wild, Skip, Draw Two/ Four, and Reverse action cards. Instant win prizes, unique codes for redemption management in both a human readable and 2D code format, as well as regulatory terms-and- conditions-type static data, are all printed on the 10 million game pieces used across the promotional period of up to six weeks.
Participating in the promotion is easy. The consumer simply buys food, peels open the label, and the pairs of Uno game cards tell the story of the instant win. This simplicity, at least on the consumer’s side, is one of the key reasons why Hungry Jack’s Uno campaign is anticipated to be a huge success, according to the project team.