Integrated Marketing Communications for Hungry Jack's: A Case Study

This presentation discusses the integrated marketing communication strategy of Hungry Jack's, a leading food and beverage company in Australia. It covers the communication mix, target audience, use of technology, and campaign evaluation methods. The presentation also includes an analysis of Hungry Jack's advertisement by Australia Clemenger BBDO.

N A M E O F T H E S T U D E N T :
N A M E O F T H E U N I V E R S I T Y:
Integrated Marketing
Communications

Part 1: Marketing communication goal
and objectives
Communication mix of marketing strategy
Reach out to target market and stakeholders
In sync with the marketing strategies
Communicate the objectives of the company-
Hungry Jack’s (Reeve 2016)
Leading food and beverage company

Redesigned message key
Essential elements of communication:
People
Information
Medium
Time

Common tools in IMC
Advertising
Sales promotion
Public relations
Direct marketing
Personal selling
Social media (Food and Council 2014)

Use of technology
Technology is a fundamental platform
Increase in the number of tools
Improve the effectiveness of communication
strategy
Provide competitive advantage (Hunt 2016)

Target audiences
Identification and analysis:
Segmentation:
Demographic- 16 to 54 age group
Geographic- within the boundary of Australia
Psychographic- food loving consumers
Behavioral- cheap and quick bites (Watson et
al. 2017)

Continued…
Persuasion:
Reciprocation- communicate exclusive
discounts through email
Commitment and consistency- claims are
maintained in products and services
Social proof- regular people in normal set up
(Freeman et al. 2015)

Continued…
Liking- no popular faces for promotion
Authority- this aspect is absent
Scarcity- high demand and low supply
Ethical standards- Australian produce for
environmental and social responsibilities

Advertisement analysis
Hungry Jack’s advertisement by Australia
Clemenger BBDO
Campaign- Keeping it Real
Building the brand image
Fresh and superior quality ingredients
(Schaper and Buchan 2014)

Continued…
Comparison between the unrealistic
proportion and the size and quality of food
Focuses on Baconator burger
Product popularity due to huge size

Part 2: Marketing communication mix
IMC practices:
Advertising and sales promotion as tool
In sync with the values and propositions of Hungry Jack’s
Focus on consumer and product value
Use of print, broadcast and social media
Data of regular customers (Hunt 2016)

Continued…
Significant social media presence
Exclusive offer for customers
Branch outlets offer discounts on display

Part 3: Campaign evaluation methods
Developmental- designing and developing
innovative campaign
Process- examining and measuring campaign
implementation
Impact- measuring the long term results

Summary
Company focuses on customer needs
Brand image is highlighted
Campaigns are based on communication
Tools of reciprocation and commitment

Bibliography
Belch, G.E., Belch, M.A., Kerr, G.F. and
Powell, I., 2014. Advertising: An integrated
marketing communication perspective.
McGraw-Hill Education.
OFOSU-AMPONG, K.I.N.G.S.L.E.Y., 2015.
INTEGRATED MARKETING
COMMUNICATION.
Luxton, S., Reid, M. and Mavondo, F., 2015.
Integrated marketing communication
capability and brand performance. Journal of
Advertising, 44(1), pp.37-46.

References
Reeve, B., 2016. Self Regulation of Food
Advertising to Children: An Effective Tool for
Improving the Food Marketing
Environment. Monash UL Rev., 42, p.419.
Food, A. and Council, G., 2014. Quick service
restaurant initiative for responsible
advertising and marketing to
children. Australian Food and Grocery
Council.
Hunt, J., 2016. Media coverage.

Continued…
Schaper, M.T. and Buchan, J., 2014. Franchising in
Australia: A History. Int'l J. Franchising L., 12, p.3.
Watson, W.L., Lau, V., Wellard, L., Hughes, C. and
Chapman, K., 2017. Advertising to children
initiatives have not reduced unhealthy food
advertising on Australian television. Journal of
Public Health, 39(4), pp.787-792.
Freeman, B., Kelly, B., Vandevijvere, S. and Baur,
L., 2015. Young adults: beloved by food and drink
marketers and forgotten by public health?. Health
promotion international, 31(4), pp.954-961.