Hungry Jack’s, which was founded in 1971, is the master Australian franchise of the Burger King Corporation and one of the country’s largest fast food chains, with more than 440 restaurants. It has over 19,000 employees and serves 1.7 million people every week. Its successful UNO™ campaign began in 2021 and is now in its third iteration.
Antares Vision Group [AV Group] an AIPIA [the Active and Intelligent Packaging Industry Association] member offering digitalisation of products and supply chains and a provider of traceability and inspection systems, has partnered with fellow member Result Group to manage the Hungry Jack’s UNO™ campaign in Australia. Utilising AV Group’s DIAMIND solution, they are managing millions of game pieces with unique digital identities and enhancing consumer engagement with the popular game.
Originally from Spanish and Italian for ‘one’, UNO is an American shedding-type card game originally developed in 1971 by Merle Robbins in Cincinnati and now owned by Mattel. The Hungry Jack campaign uses peelable cards on its packaging which can be ‘matched’ to win a variety of prizes, from food to cash.
This is Antares Vision Group’s first collaboration with Melbourne-based Result Group, which it says supplies innovative equipment and materials that help Australian businesses improve efficiency in their manufacturing and distribution processes. The Group has manufactured the game pieces for every Hungry Jack’s UNO™ campaign.
AV Group’s DIAMIND solution generates and manages the unique digital identity for every game piece. It integrates with the digital printing of these ‘micro labels’ and their application on food packaging, then commissions each to confirm its validity. When a customer redeems a game piece through Hungry Jack’s app, website, or in-store at the point of sale, DIAMIND confirms that it is legitimate, decommissions the digital ID, and integrates with prize fulfilment systems to complete the customer experience.
Result Group produces the game pieces which look and feel like actual UNO™ cards, with conventional flexographic and digital printing presses plus a specialised converting system to bring the pieces together. The latter uses digital technology that enables mass customisation, such as altering text and graphics without stopping or slowing down the printing process.
Simon Jones, Antares Vision Group’s business development director, said: “Making Hungry Jack’s UNO™ campaign a success is a triumph of interoperability, integrating all the back-end systems, the front-end applications, and providing secure data management for every game piece and redemption event. But beyond the technology, it was about people and partnership, with the Result Group and AV Group teams working tightly with Hungry Jack’s and its service providers to really deliver on this.”
“The Hungry Jack’s campaign is a great showcase for interoperability and getting platforms to talk and share information with each other,” said Michael Dossor, group general manager at Result Group. “It’s paramount to the whole traceability story. Every one of those 17 million UNO™ game pieces is being tracked individually right through the supply chain. The DIAMIND Enterprise solution has expanded possibilities, enhanced interaction with customers and improved the game overall.”
This article was created in collaboration with AIPIA (the Active and Intelligent Packaging Industry Association). For a full update on active and intelligent packaging, come along to the AIPIA World Congress (co-organized by Packaging Europe) in Amsterdam on 14-15 November. The only smart packaging event covering the entire technology spectrum, the World Congress is a meeting place for the global active and intelligent packaging industry where brand owners, innovators, and other stakeholders can network and see and discuss the latest trends and innovations. Register to attend here.
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