Hungry Jack's appoints Clemenger BBDO as new creative agency
After a thorough 3 month tender process, Clemenger BBDO is appointed as Hungry Jack's new creative agency, effective January 2011.
According to Hungry Jack's, the process involved eight of Australia’s leading advertising agencies.
Hungry Jack’s said it was impressed with the responses from all agencies, including the incumbent MJW. According to Hungry Jack’s National Marketing Director, the quality of the final pitches made the decision extremely difficult.
The company has enjoyed a long and successful partnership with MJW spanning 16 years.
“In the advertising game it’s rare to establish a partnership of that duration, and our lengthy association reflects just how successful the relationship has been. We are highly appreciative of MJW’s great work, talent and their relentless commitment to our business,” Mr Wilson said.
The decision to put its $36 million advertising account out to tender was partly due to the company’s recent restructure of its marketing department. As part of the restructure, it is also in the process of relocating its marketing function from Melbourne to Sydney.
“The Hungry Jack’s brand is very strong and possesses some enviable brand attributes. We sell Australia’s favourite burger the Whopper, we are in the unique position of owning the flame-grilled platform within Australia’s QSR industry and we enjoy an exceptionally loyal customer base,” he said.
“As a locally owned and managed business, Hungry Jack’s operates more than 340 restaurants and is proud to employ some 14,500 Australians.
“One of Clemenger BBDO’s first tasks will be a major strategic review to provide a clear direction for the company over the next decade. Our vision is to take the brand to the next level in Australia and we are excited about working with the Clemenger team to realise that vision,” he said.
“We look forward to developing a new long-term partnership with them during what will be a new phase for one of Australia’s most iconic advertising brands,” Mr Wilson said.
Hungry Jack’s current media buying agency, Maxus and PR consultancy, Wrights PR will remain unchanged.
