Keeping it Real
Hungry Jack’s
Issue 45 | December 2017
Agency
Clemenger BBDO Sydney
Creative Team
Chief Creative Officer: Ben Coulson Copywriter: Zander Williment Art Director: Willy Maitland Head of Art: Dan Mortensen
Production Team
Head of Broadcast: Denise McKeon Integrated Producer: Emma Boreland, Steve Tindall, Kirstin Lees Agency Editor: Alex Guterres Senior Sound Engineer: Ant Tiernan Production Company: Finch Director: Patrick Hughes DOP: Daniel Ardilly Executive Producer: Corey Esse Producer: Marge McInnes Editor: Jack Hutchings Post Production Company: The Butchery Online Post: Drew Downes Post Producer: Amelia Bromley Grade: Trish Carhill Musician: DG Music, Dmitri Golovko
Other Credits
Group Account Director: Cath Bosson Senior Account Director: Smaran Jworchan Planning Director: Giacomo Groff
Date
August 2017
Background
Hungry Jack’s (Australia's Burger King) 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. However in order to build true credibility beyond food and create a connection with the brand, the task was 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.
Idea
‘Keeping it Real’ celebrated 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.