Hungry Jack’s (Australia’s Burger King) kicks off a major campaign ‘Keeping it Real' redefining the brand with a new point-of view on the world. The campaign is all about giving Australians feel-good moments of full-blooded indulgence... In a world gone mad with; food fads, kale smoothies, brakeless bikes and inverted Yoga, Hungry Jack’s stands proud as the home of big, bold, no-bullshit burgers.
Philosophie
‘Keeping it Real’ celebrates what has always made the brand stand proud. Hungry Jack’s is the home of big bold, no bullshit burgers, in a world gone slightly mad with food fads and crazes.
Problem
Hungry Jack’s have always celebrated being the home of Big Burgers and flame grilling but the category isn’t credibly known for real food, and is often seen as the guilty choice. HJ’s have worked hard over the past 18 months on food improvements to deliver real food using real ingredients like 100% aussie beef, no added hormones in it’s beef and removing all unnatural colours from it’s shakes and desserts. However in order to build true credibility beyond food, and create a connection with the brand, we wanted to reposition Hungry Jack's as a brand that’s about giving all Australians feel-good moments of full-blooded indulgence – no fads, no guilt, just big bold flavours and big bold burgers. Real food, made real good.