Hungry Jack's adopts new advertising tagline
Guess what line is replacing Hungry Jack's 16 year old mantra, the "Burgers are Better at Hungry Jack’s"?
One of the most recognised taglines in Australia’s history is disappearing from the marketing landscape.
Hungry Jack’s 16 year old mantra, the Burgers are Better at Hungry Jack’s, is being replaced with a new line which reflects the brand’s change of direction.
Clemenger BBDO CEO Andy Pontin said the change was essential to evolving the brand and finding greater relevance to an increasingly broad customer base.
Hungry Jack’s makes it better will be used in all advertising and marketing communications from this week.
“Initially used by Hungry Jack’s in 1995, ‘The Burgers are Better’ was a statement that first came from consumers. As far as they are concerned, it’s a product truth. A truth that will continue to be believed as long as we continue to offer the best tasting burgers in town. But it’s important moving forward that the brand stands for more than just great tasting beef burgers,” Mr Pontin said.
Despite its popularity which has grown over the past decade and a half, Hungry Jack’s National Marketing Director, Jim Wilson explains the traditional tagline had become a limitation for the brand.
“The Hungry Jack’s experience is now better than ever and it’s much more than just a destination for delicious beef burgers,” he said.
“We are adding new innovations to our menu, we’re improving the quality and nutritional content of our food and the in-store customer experience is now vastly different,” he said.
Mr Wilson said Hungry Jack’s new tagline would leverage equity from the term ‘better’.
“We haven’t completely let go of the past. We’ve retained one element from our former tagline and built it into our new one to reflect Hungry Jack’s today and tomorrow,” he said.
“It mirrors the comprehensive changes happening across every facet of our operation – from the new cup of fresh vegies we call Salad Stix, to the industry’s first burger made with organic beef and the installation of Australia’s first national menu boards displaying kilojoule counts,” Mr Wilson said.
“We are leading the way and making it better. Essentially, one of Australia’s most iconic brands is undergoing a quiet revolution,” he said.
On the nutritional front, the food at Hungry Jack’s is now healthier than ever before with the sugar levels in buns cut by over 60 per cent, the sodium level in chicken nuggets reduced by a third, and the saturated fat levels of our fries cut by 76 per cent due to a move to a canola-based oil blend.
Hungry Jack’s makes it better will be launched as part of the company’s new TVC for its Country Burgers (made from 100 per cent organic beef), airing from 18 October.
