Hungry Jack's: Shaking up the category and winning

Agency: Clemenger BBDO Sydney

Advertiser: Hungry Jack's

Authors: Graham Alvarez, Al Crawford, Matt Walters, and James Greaney

Total Campaign Expenditure: Under $500K

Executive Summary

Hungry Jack's is a David in a category of Goliaths.

Outspent and outnumbered, we needed to find a new way to encourage people past the competition and into Hungry Jack's.

We did this with The Hungry Jack's Shake & Win App: a new world solution to an age-old problem.

An industry first and entirely new revenue driver: the tiny budget has delivered profit and positive ROI.

Best of all, it's become a permanent part of the marketing mix, delivering additional, exponential profit even as you read this paper.

Strategic communications challenge

Hungry Jack's: A David in a category full of Goliaths