The boxed-meal battle in Australia has heated up this week with Hungry Jack’s (Burger King) rolling out a new line called Jack’s Packs. The 2-, 4- or 6-person meals answer McDonald’s Family Dinner Boxes for four introduced last year and the two-person Mates Meal lunches introduced in May.
A TV commercial with bunnies that multiply from two to four to six in front of a bewildered Hungry Jack’s counter person supports the introduction. Clemenger BBDO, Sydney, handles the account.
Hungry Jack’s 2-person meal, priced at AU$14.95 (US$15.95), includes two burgers (choice of Whopper, Bacon Deluxe or Grilled Chicken) plus one large fries and one regular onion rings, two small drinks and two sundaes for dessert. The price undercuts the AU$15.95 (US$16.91) McDonald’s charges for its two-person Chicken Mates or Beef Mates meals.
The four-person Jack’s Pack, positioned to take on McDonald’s four-meal Family Dinner Box line, is priced at AU$27.50 (US$29.15) and includes choice of four burgers, two large fries, two onion rings, four small drinks and four sundaes. McDonald’s Dinner Boxes are priced from AU$19.95 to AU$29.95 (US$31.75).
For families larger than four people, Hungry Jack’s has an answer that McDonald’s doesn’t provide: a 6-person Jack’s Pack. Priced at a hefty AU$35.90 (US$38.06), it includes six burgers, three large fries and three onion rings, six small drinks and six sundaes.
Hungry Jack’s hasn’t yet tried to match or best the AU$9.95 Mates Brekkie boxed breakfast for two that McDonald’s added this year.