In 2016, Hungry Jack’s, Australia’s version of Burger King, launched their new thick cut chips. With no traditional media and operating in a highly competitive environment, they faced an uphill challenge in getting them into the hands and mouths of Australians. Whilst Hungry Jack's new chips weren’t getting much attention from the Australian chip-loving public, there was one group of locals who seemed to be big fans - seagulls. Seagulls are notorious in Australia for their chip-thieving antics. And with our new chips being even more irresistible, we figured the problem was only going to get worse. Our task was to drive rapid trial of Hungry Jack’s new chips and get them talked about through a novel, innovative approach.

We printed 10,000 limited edition packs and rolled them out to gull-infested areas around the Australian coastline to help promote our new chips. In total, the packs were available at 8 Hungry Jack’s coastal stores around Australia. NSW: Bondi Beach, Circular Quay, Manly, QLD: Surfers Paradise, SA: Seaford, WA: Falcon, Freemantle, Rockingham We even covered our store at Bondi Beach in the anti-gull repellent material and invited national press and media for our campaign launch and product trial. We also produced a tongue in cheek online film to introduce the campaign and demonstrate how the packs work to protect our new thick-cut chips.