CB Exclusive – Hungry Jack’s has today kicked off ‘Keeping it Real’, a major brand campaign via Clemenger BBDO Sydney, which celebrates what has always made the brand great: big bold flavours, real ingredients and great taste in a world gone slightly mad with food fads and crazes.
Hungry Jack’s is proudly there for Aussies craving something substantial – that moment when only a burger will do. “When a Whopper calls. You Answer”.
Scott Baird, Hungry Jack’s chief marketing officer says ‘Keeping It Real’ is more than just a campaign line, it’s an ideology for the brand.
Says Baird: “We’re not about pretension. We’re about real food, made real good. Over the past 18 months we have make real improvements in the quality of our food with 100 per cent Aussie Beef with no added hormones, cage free eggs, 100 per cent Arabica coffee, no added flavour or colours in our desserts and 100% chicken breast in our nuggets.”
The campaign pays homage to classic action movies, when a mysterious voice at the other end of a Whopper phone triggers a chase, in this case an escape from “pretention”. The phone call sets off the chain of events that sees our hero go to all lengths to reach the flame grilled burger he is craving.
Says Ben Coulson, chief creative officer, Clemenger BBDO Sydney: “HJ’s are our biggest client, they deserve our best. I’m proud to be part of this refreshing new direction for them. It’s great to see some fun being had in this category while selling those big beefy burgers.”
The integrated campaign kicks off this week with 60″ and 30″ brand TVCs, several 15″ product TVCs, large format OOH, digital OOH, social, digital, promo and In-store.
Client – Hungry Jack’s
Chief Marketing Officer – Scott Baird
Marketing Director – Andrew McCallum
Assistant Brand Manager – Estelle Crook
Agency – Clemenger BBDO Sydney
Chief Creative Officer – Ben Coulson
Copywriter – Zander Williment
Art Director – Willy Maitland
Head of Art – Dan Mortensen
Head of Broadcast – Denise McKeon
Integrated Producer – Emma Boreland, Steve Tindall, Kirstin Lees
Group Account Director – Cath Bosson
Senior Account Director – Smaran Jworchan
Planning Director – Giacomo Groff
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
Offline – The Butchery
Editor – Jack Hutchings
VFX – The Refinery
Online – Drew Downes
Post producer – Amelia Bromley
Grade – Trish Carhill
Musician – DG Music – Dmitri Golovko