As fast food outlets increasingly come under pressure due to health concerns, Hungry Jack's has started targeting health conscious women for the first time in its 40 year history.
With a new marketing campaign leading the charge, the fast food operator is promoting an overhauled chicken menu, which national marketing director Jim Wilson said “will appeal to those women who are conscious about the content and nutritional composition of the foods they eat”.
The marketing assault, created by Clemenger BBDO Sydney with the strapline 'Nothing naughty about it', is running across television, magazine, radio, outdoor, online, mobile and cinema, as well as direct marketing.
Wilson said: “Some women are reluctant consumers of fast food but now there is something on the Hungry Jack’s menu for everyone, including those seeking much lower salt, fat and kilojoule levels.”
The campaign follows the roll-out of the Hungry Jack's new iPhone app, which features a nutritional calculator.
The issue of health and fast food outlets has been pervasive for some time, particularly after filmmaker Morgan Spurlock created the documentary Super Size Me, which slammed McDonald's.
Since that time, fast food chains including McDonald's, KFC and Hungry Jack's have taken action to promote healthier options.
McDonald's ANZ marketing boss Mark Lollback recently told AdNews that despite the company's attempts to create healthier options, the “myth” surrounding the alleged poor quality of McDonald's food still exists.
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