Hungry Jack Buttermilk Pancake Mix

The Pillsbury Company, founded by Charles Alfred Pillsbury, is one of America’s oldest and best recognized food products. It began in flour milling and later developed into an aid for fast food companies like Burger King and its Australian counterpart, Hungry Jack’s. The Australians derived this name from Pillsbury’s pancake mix when they did not have the rights to utilize the major franchise name. This particular tin can packaging depicts an illustrated woman making pancakes. The woman smiles into the distance as she works over the stovetop. The typography takes up a small portion of the space in order to leave room for the main character. This is the perfect example of image dominant packaging used to gain the consumers’ attention through visual depictions and relatability. The package was later changed to accommodate for the universality of the user (not considering the gender) by placing an image of the pancakes rather than their maker.