Sydney based Rawson Print Co (RPCO) has sparked a media storm by producing packaging for Hungry Jack’s chips which it claims is a world first seagull scaring design.
Referred to as ‘anti-seagull packaging’, the product’s promotional campaign was launched by Hungry Jack's advertising agency, Clemenger BBDO Sydney last week, and the story has since been picked up by Channel Nine’s Today Show, the Daily Telegraph and Mumbrella.
The multi-coloured outer is made from shard holographic material provided by Allkotes, the design reflects light off the packaging which creates an optical distraction that deters seagulls. Also printed on the packs are one of three words Shoo, Scram or Vamoos.
RPCO director Shane Wildash says the product required extensive testing and was perfected using a combination of proprietary chemistry, systems and processes at RPCO’s production facility in Sydney.
“Packaging innovation is something RPCO continues to develop,” Wildash says. “The team at RPCO is always looking for the next challenge in producing something different and exciting for their customers that enables their product to stand out in the crowd and this collaboration with Darren Delaney from Allkotes is another fine example.”
Apart from the shard holographic finishing, Allkotes also provided its GreaseKote barrier coating to the packaging which prevents damage from food grease.
Allkotes business development director Darren Delaney says Allkotes was excited to be involved in the project and was surprised by the media buzz it generated.
“We were quite taken aback by the publicity that was shown, as seen on the Today Show as well as through the local papers,” he says.
“But we are glad to see people are actually being innovative with the use of these products, innovation is what it’s all about.”
RPCO has produced 10,000 ‘Packs That Scare Gulls’ for the promotion which is expected to run for several weeks.
The special packaging is available now across eight high-traffic Hungry Jacks stores where seagulls are reportedly a major problem, including Sydney’s Circular Quay and Manly, Surfer’s Paradise in Queensland and Seaforth in South Australia.
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