At Print21 + PKN LIVE: Amplify & Engage in Melbourne last week, Michael Dossor, group GM at Result Group, who led the Hungry Jack’s Uno campaign, outlined what steps he had to take to achieve what has been described as Australia’s most intelligent on-pack campaign
In a theme than ran throughout the presentations, Dossor shared how home-grown Australian innovation had driven the success. The campaign was a complex project, with everything from data management and security, to having to re-invent label applicators to stick the cards onto the cups, to producing 17 million unique and traceable labels, and involving MCC Labels, Detpak and marketing agency TLC working together.
The first campaign was such a success that Hungry Jack’s asked Dossor to run a second, and upped the budget for the prizes from $87m, to $120m. The team has the licence from Uno for another 18 months, so there may be further iterations, although this was not confirmed.
Dossorr said, “A project of this scale takes a lot of trust and a lot of belief. Bringing marketing ideas through technical capability to become a reality requires all participants to believe it is possible and to bring all their expertise to making it possible.”
Dossor said interoperability is key, with the multiple different systems needing to be able to communicate, in what is a high risk programme.
PKN and Print21 publisher Lindy Hughson then invited the team leads up to the stage for a panel discussion that she led, which drilled down into just how the campaign was produced, some of the challenges faced and how they were overcome, and what the success of the campaign means for the future. She was joined on stage by Dossor, Adam Rowe from Detpak, Ben Testa from MCC, and Andrew Healy from TLC.
Testa commented that all aspects of the project had to be optimised, the card labels themselves for instance needed food grade inks, which involves significant chemistry changes from the standard, and the base and peel off layer had to be specially adapted.
Rowe said Detpak needed new equipment for what was the biggest job it had ever done, and indicated that the graphic design was both complex and challenging, particularly with the amount of information, both marketing and legislative that had to go on.
Hughson raised the issue of risk, which brought wry smiles from the panellists, who then described the ways they had been able to mitigate some of them. Hughson then summed up her admiration for what was clearly an inspiring example of what local packaging producers could achieve.
Hungry Jack’s Uno Campaign: Key Takeouts
- Remove the friction between marketing and operations
- Create connection between tactile and digital
- Adapt technology where necessary
- Interoperability is key to delivering complex projects
