After 16 years ‘Hungry Jack’s makes it better’ line replaces ‘the Burgers are Better at Hungry Jack’s’
One of the most recognised taglines in Australian advertising 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.
‘Hungry Jack’s makes it better’ will be used in all advertising and marketing communications from this week.
Hungry Jack’s makes it better will be launched via agency Clemenger BBDO, Sydney as part of the company’s new TVC for its Country Burgers (made from 100 per cent organic beef), airing from tonight – 18 October.
Clemenger BBDO, Sydney CEO Andy Pontin (left) said the change was essential to evolving the brand and finding greater relevance to an increasingly broad customer base.
Says Pontin: “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.”
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. Says Wilson: “The Hungry Jack’s experience is now better than ever and it’s much more than just a destination for delicious beef burgers. 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.”
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. 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.
“We are leading the way and making it better. Essentially, one of Australia’s most iconic brands is undergoing a quiet revolution.”
TVC Creative:
Agency: Clemenger BBDO
Senior Copy Writer: Chris Peace
Senior Art Director: Barry Baker
26 Comments
What is ‘it’?
If it’s not broken . . . . why try to fix it?
Products don’t have life cycles . . . Ad mangers, product managers, marketing managers & creatives do.
Kid stacks his bike and scrapes his knee. Inconsolable. Cut to Mum at the HJ drive thru. Mum’s concerned eyes in the mirror. Kid strapped into the backseat. Mum parks. Pulls out a whopper junior. Smile spreads across kid’s tear stained face. Mum gently unwraps the burger and rubs it into his bloody knee. Just grinds it in there. Sauce spurts. Kid winces. Brave boy. Mum ruffles his hair. Cut to kid back on bike as mum looks on. Cut to logo and line.
Groundbreaking stuff.
Wow. Inspirational line. One of the great moments in advertising is today. Amazing.
When fast food chains around the world have such a tarnished rep from logging, mistreatment of animals etc this is actually a really good approach. Organic animals is the new black but lets be realistic, how many Aussies really care about the treatment of their beef – grain fed or grass fed, give em a 2 dollar cheese burger and watch em smile.
Imagine the meeting:
‘We don’t want to be pigeonholed as having a burger-only offering, so what can we salvage from the powerful insight that flame-grilled tastes better than fried…ah, yes, BETTER…brilliant! (SFX: SNORTS OF DERISION, SNORES, MUTTERINGS OF “WHATEVER”…)
The tin cow in the picture above has a better understanding of the consumer and the market than the people who were foolish enough to give away the only differentiator that counts in that market. The fact is, and the consumer knows it, is that the burgers are the ONLY thing that is better at Hungry Jacks. I think that noise I can hear is McDonalds cheering as Hungry Jacks heads down the same road as all their other failing competitors.
Isn’t this an ad for Woolies with the wrong logo edited on the end?
wow makes it better is pure genius, must have taken for ever to come up with that.
Very few taglines of this nature actually sell product in my eyes. Yes it ties campaigns together but why do so many people get such a hard on for average straplines, like this?
Good stuff.
On ya, Baz n’ Pearcey.
better shmetter!
Hey Barry, Look I can see you will need a great photographer to get this one rolling. Fuck the nay sayers, does anyone read in this country anyway.
Pictures baby Pictures!
The new tagline is about as appetising as a tofu burger and a cup full of Salad
Stix.
So I take it they will be change the Hungry Jacks logo so it doesn’t immediately say “burger” too.
Seriously, I could get why they might go down an entirely different path, and offering organic beef is a good story in its own right, but all they’ve done is suck they power and meaning out of a very established line.
And sure they have other things on the menu (always have!), but let’s face it they are recognised as a burger chain. Nothing wrong with that, nothing wrong with being a “better” version of that.
I wonder if this philosophy and success will filter back to the States where they will change Burger KIng into “More than Just Burgers King”.
New Coke with your Flame Grilled Organic Beef & Cheese Sandwich anyone?
The ad makes it look like beef supplies are dwindling, if not, gone.
The missing flame component removes HJ point of difference.
The end frame is going backwards from previous end frames featuring type written in flames…so much for selling the sizzle.
Any marketing monkey should know this.
How hard is it?
Snore.
I like the ad.
There, I said it.
Not taking it back either.
WTF!! I cannot believe how many of the naysayers actually liked the old Hungry Jacks campaign!! Good on you Chris and Baz, this is by far the best Hungry Jacks ad in decades. If those naysayers think that the old campaign was better than this, then the don’t deserve a job in the ad/communications industry. To get a client to change from shit to great, takes a lot of tiny steps. And this ad is a big leap in the right direction.
Well done boys, Skip.
For me the only problem is the product shot. The burgers look really small. I want a big, organic, I-don’t-know-where-the-fuck-the-beef-came-from burger, not the same size shit I get from Ronald.
Otherwise? I like.
I notice that the two ‘Executive CDs’ have noticeably removed their names from something they were very involved with.
Really like this ad. A great leap forward from anything I’ve seen Hungry Jacks produce previously. The new line I can take or leave. It makes no difference. It’s the bit that goes before that has my mouth watering.
I like the line. And the new direction. But do Hungry Jacks still microwaves their burgers?
Copy Writer? Seriously?
Kleenex makes it better.
Tampax makes it better.
VB makes it better (ok, maybe not).
Mitsubishi makes it better.
Skin cancer makes it better.
Clemenger makes it better.
Stick a truth in there and I’ll believe it. Otherwise, STFU.
Hilarious, ‘moving in the right direction’ this is a big fail for HJ’s, they’ve lost twenty years of Brand equity if they head into this cul de sac of ‘other burger joints’. Embrace the fact you make a tasty burger infact ditch the shitty ice creams and other pathetic shit and be proud to provide our much loved hangover curing greasy double whopper meal, for 50 cents less than macca’s!
Love the old hungry jacks slogan ‘ the burgers are better at hungry jacks’
Don’t change
~ your #1 customer
While it is a massive change in design of the business, as a customer of nearly 30 years, I’m very annoyed at one change in particular..
When I have ordered a double whopper in the past 30 years, There is always double cheese included without having to request it..
Last week I received one with out cheese, and was told I had to order a whopper “cheese”, not simply a whopper as I have always done..
( But I have to say that I did not look at the menu as I knew what I wanted).
I have never had to order a whopper cheese to get what I’m used to.
And then, the shift manager told me that it has always been this way, and I was mistaken..
I’m most Annoyed & Insulted by this as a long term customer.
This occurred at the Smithfield Hungry Jacks in Cairns on Monday 18/01/21 at about 9.30.
Has this happened to anyone else, or do I have an undiagnosed mental issue?