The UNO™ at Hungry Jack’s program aimed to drive profitable traffic and upsell higher value items and increase baskets, positioning it as a strong alternative to competitor promotional programs. It sought to boost sales across various channels, including in-store, app, and delivery, throughout the day by introducing gamified mechanics that added value and excitement to the customer experience.
Planning & Execution
Leveraging UNO™’s instant brand recognition, TLC designed a gamified campaign solution that combined instant gratification with collect-to-win mechanics to drive repeat visits and all-day participation. With each eligible purchase, customers received a “Peel & Reveal” UNO™ Card, offering a 1-in-3 chance to unlock instant wins or collectible Gold WILD cards that contributed toward a $100,000 grand prize draw. A branded promotional site is built to facilitate instructions, redemption and reporting. The campaign was seamlessly executed across in-store, app, and delivery channels and activated across all day parts to maximise visibility and frequency of engagement.
Reward details: The promotion featured over AU$170M in prizes, including cars, home entertainment systems, laptops, fuel and gift cards, BBQs, and more backed by 24 partners such as Suzuki, Shell, Westfield, Lenovo, Samsung, and Booking.com.
Effectiveness / Results
- 19X in ROI with over 25% campaign improvement from 2023.
- 4th time renewal in 2024 since 2021, and to be renewed again this year.