Australian burger chain Hungry Jacks launched a play-on-word style campaign called ‘Hungry, Jacks?’ celebrating its new partnership with the Adelaide Crows.
Targeting footy fans across South Australian, the new deal will see the burger chain logo across the team’s kit and is introduced via an integrated activation campaign promoting the alliance which rolled out from 17 November.
The campaign was spearheaded by a social spot called ‘Hungry, Jacks?’ which was supported by additional co-branded content launched across the team and sponsor brand platforms from 18 November. The creative plays on the link between the quick service chain’s name and the names/nicknames of a trio of Crows’ stars – Jack, Jacko and Jackson (including current midfielder Jackson Hately).
The players feature in the spot and find themselves at Hungry Jack’s for a meal only to be interrupted by the Crows’ coach.
The burger ads are better at Hungry Jack's #weflyasone @HungryJacksAU pic.twitter.com/vv7hwotrsc
— Adelaide Crows (@Adelaide_FC) November 18, 2021
As well as the hero spot and supporting promotional content, the tie-up was championed at a press conference featuring Hungry Jack’s State Manager (SA) George Chrisan and Crows Senior Coach Matthew Nicks.
The new four-year deal with the Crows spans the team’s AFL, AFLW and SANFL teams and also includes benefits for members and fans – such as free Whoppers whenever the Crows score a goal from outside the 50.
“Hungry Jack’s has been a huge supporter of footy and Australian sport and our players, coaches and staff consider it a privilege to be working with them on a day-to-day basis in the years ahead,” commented Crows CEO Tim Silvers at the tie-up announcement event. “Having entered a new era at the Crows, it’s hard not to be inspired by Jack Cowin’s journey as a successful, innovative and inspiring businessman. Importantly, we are taking a long-term view and there’s a determination to make this a winning partnership. “Everyone is super excited to be joining forces with a big brand that has big ideas, as well as the chance to have some fun and bring joy to the Crows family along the way.”
Hungry Jack’s Founder Jack Cowin added: “AFL fans know Hungry Jack’s has been a lucky charm for the West Coast Eagles and we’re hoping to share some of that luck and magic with the Adelaide Crows. We are settling the battle of the birds as the two teams will fly as one in partnership with us. We’re extremely excited to expand our support of the AFL to the neighbouring state of South Australia, which is one of our largest and most passionate markets. Unlike most big brands who start on the East coast, Hungry Jack’s was born in WA in 1971 and within a year we expanded into SA in 72.
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The burger chain first opened in South Australia on Anzac Highway in November 1972 and since then it has expanded to 54 restaurants in the state and 449 nationally.
The new sponsorship follows the fast food chain’s major infrastructure investment across South Australia which included the recent upgrade of all of its restaurants (including the installation of ‘Jack’s Cafe Barista’ coffee: its response to Australian’s thirst for coffee and breakfast.
This isn’t the burger chain’s first footy sponsorship: it will continue to partner with the West Coast Eagles – a tie-up which dates back decades.
Alright, the million dollar question, what are we calling our games from now on, @WestCoastEagles?
HJ's Cup? The Jack Derby? The Burger Showdown?#weflyasone @HungryJacksAU pic.twitter.com/yTjmJ1PubX
— Adelaide Crows (@Adelaide_FC) November 18, 2021
Battle of the Birds for the #JacksFriedChicken Crown
— Hungry Jack's (@HungryJacksAU) November 18, 2021
@WestCoastEagles pic.twitter.com/S6gUgqR9oM
— mR Robbo (@robbo_graham) November 18, 2021
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