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Variable printing and innovative materials are a winning combination for Hungry Jack’s promotional game

A classic card game and popular restaurant came together for a successful limited promotion that features unique game piece with the potential to win big!

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The brand

Hungry Jack’s is a popular restaurant in Australia known for their flame-grilled burgers. With more than 480 restaurants and over 50 years of history, this QSR brand knows how to serve their customers right, making it your way since 1971.

Looking to increase traffic to their restaurants and to engage with customers, Hungry Jack’s enlisted the help of value-added packaging experts Result Group. The idea was to launch an interactive giveaway for Hungry Jack’s customers. Leveraging the renewed popularity of the classic Mattel card game UNO™, the team started a very challenging campaign and arguably the most complicated instant win promotion done in Australia or even globally.

 

The challenge

The stakeholders knew that many aspects of this campaign must be precisely executed for the campaign to be successful. Among those aspects were complete accountability for game piece codes, food grade labels that could withstand the various conditions and high-quality labels that looked great on the food packaging.  Prizes, odds of winning and giveaway values are carefully calculated, and game codes must comply with Contest Rules. The game piece labels would travel to the drink cup and fry scoop manufacturer, be applied to the packaging then travel to each restaurant until it was time to deliver hot fries and cold drinks to the customer. This meant the labels must withstand transportation and the various temperature variations and oils from the food. Finally, the label must attract the attention and present the classic, well-known UNO™ brand.

 

The solution

Our team of experts worked with Result Group to select and trial the perfect combination of label materials, variable digital printing and printing techniques to account for all the challenges this project brought. First, the label consisted of two layers, the first layer was a leave-behind layer that would stay adhered to the food packaging; the second was the game piece that would peel away and reveal the prize. It was important that it was a dry-peel solution that wouldn’t leave any adhesive residue when the game piece was peeled away. The material that was selected also gave the game pieces a similar look and feel to actual UNO® cards and was easy for the consumer to remove and play the instant win game.

The Victoria, Australia MCC location was well equipped to print this type of controlled label with the required security features to deter fraud and counterfeiting. Keeping track of millions of codes was done by adding additional quality control features into the print process. This allowed us to track game codes ensuring that pieces aligned as they were switched from one press to the other.

This facility also utilized multiple printing techniques to ensure the final label met all requirements. The game piece labels first went through multiple presses and technologies, including flexo and digital to build the print and overall construction of the finished labels.

 

The result

Games and Promotional experts within our company have decades of experience executing these types of campaigns and used that knowhow to make this a success for Hungry Jack’s. Tens of millions of labels were delivered to the customer and the sweepstake was in market in May 2021 and has been a massive success for Hungry Jack’s. Hungry Jack’s and Result Group are very happy with the appearance of the label and the functional construction of the game piece. Through collaboration and bringing skills together from all businesses, an innovative and unique promotion experience has been brought to life.