Hungry Jack's Brekk-e-tag

Background

Hungry Jack's, Australia's version of Burger King, is famous for burgers, not breakfast. With McDonalds spending millions on promoting their breakfast menu throughout 2016, the brief was to earn media attention and increase awareness of Hungry Jack's as a breakfast destination with a budget of less than $150,000 including the tech. What was required was an engaging idea that would capture the media's attention and raise breakfast awareness.