Hungry Jack's: Jack's Packs – How we pulled a rabbit out of our hat

Agency: Clemenger BBDO Sydney

Advertiser: Hungry Jack's

Author: Graham Alvarez

Total Campaign Expenditure: $2 – 5 million

Strategic communications challenge

Burgers, fries and the value game

Many of the fast food brands will tell you that each of their respective businesses are, at their most basic, built on four pillars: quality of food, customer service, convenience of locations and value for money. While each brand will deliver on these in their own way, strong roots generally make for a healthy business.

The impact of the recent Global Financial Crisis was, and continues to be, far-reaching and even the typically cheap and cheerful world of the fast food industry quickly discovered that it wasn't immune to its effects. The key pillar of value was being redefined and fast food restaurants were increasingly being forced to offer products that represented good value to its customers. Those that weren't would be left behind.