Page 44 - Packaging News magazine Jul-Aug 2021

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PACK & LABEL PRINTING www.packagingnews.com.au | July-August 2021
In a triumph for smart packaging, flexo and digital printing, and promotional marketing, in May Hungry Jack’s launched its biggest ever on-pack promotion delivered by a cross-industry collaboration between the fast
food chain, Result Group, TLC Marketing, Multi-Color Corporation and Detpak. Lindy Hughson reports.
Game on for smart packaging
THE UNO at Hungry Jack’s promo- tional campaign, a world-first of its kind, was a multifaceted, highly complex project, deploying the lat- est in intelligent packaging and printing technology and the exper- tise of all the stakeholders.
THE BACK STORY
Twelve months ago, Hungry Jack’s appointed Result Group as the head packaging developer and risk man- ager for an integrated marketing cam- paign based on the card game UNO, owned by toy company Mattel.
The promotion had a prize pool of $87 million, and the Result team was charged with assessing, mitigating and eliminating future risks in mar- keting for the UNO campaign.
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 and, in particular, the fac- tors and characteristics related to the complexity of the label development.
Result established a partnership on home soil with Multi-Color Corporation (MCC), drawing on MCC’s world-class expertise in label solutions in both conventional and digital printing to simplify processes,
maintain compliance and drive cost savings for what is arguably one of the most complicated labels ever developed with a prize distribution, and, according to the project stake- holders, “as complex as ever achieved in promotional printing in Australia”.
PROMOTION AND GAME DESIGN
For the duration of the campaign, Hungry Jack’s UNO was ‘free to play’ for customers when they bought a reg- ular or large value meal from Hungry Jack’s. The regular and large drink cups and fries scoops came with two or three (respectively) game ‘cards’ that allowed 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 was also a high consumer engagement factor with a one in four instant-win chance across the entire volume of product in market.
There were cards with unique codes that could be redeemed online for the major instant win prizes and cards printed with unique 2D codes that were redeemed at store level across the counter directly into Hungry Jack’s point of sale (POS) ter- minals all across Australia.
The cards came in 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 by management in both a human readable and 2D code format as well as regulatory terms-and-condi- tions-type static data, were all printed on more than 10 million game pieces used across the promotional period.
Participating in the promotion was easy. The consumer simply bought food, peeled ‘open’ the label, and the pairs of UNO game cards told the story of the instant win. This simplic- ity, at least on the consumer’s side, was one of the key reasons why Hungry Jack’s UNO campaign was anticipated to be a huge success. And indeed, it turned out to be just that.
Dissecting the mechanics of the promotion in more detail, PKN dis- covered Hungry Jack’s UNO made use of a number of different complex gamification mechanisms and pack- aging technologies to create a fun, enticing and highly engaging experi- ence for customers.
[It] is arguably one of the most complicated labels ever developed with a prize distribution... and as complex as ever achieved in promotional printing in Australia.”