Hungry Jack's takes a new direction with 'Keeping it Real'

22 August 2017

Advertiser: Hungry Jacks
Creative Agency: Clemenger BBDO (Sydney)

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Ben Coulson's arrival at Clemenger Sydney is taking Hungry Jack's latest brand campaign in a very different direction.

Hungry Jack’s has today kicked off a major brand campaign, introducing the tagline: "Keeping it Real".

The campaign parodies the "foodie" culture we are currently live in and the food fads overtaking Australia.

The campaign pays homage to classic action movies, showing a man about to chow down on a ridiculously small meal of a bacon burger and kale smoothie, when Hungry Jack's calls and asks: "Are you seriously going to eat that?" The phone call sets off the chain of events that sees the hero go to all lengths to reach the flame grilled burger he is craving.

Hungry Jack’s CMO Scott Baird says ’Keeping It Real’ is more than just a campaign line, it’s an ideology for the brand.

Clemenger chief creative officer Ben Coulson, who joined the agency at the end of last year, says: “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 TV ads, outdoor, social, digital, promo and in-store.

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