Hungry Jack's recreates VB's iconic 'hard earned thirst' ad

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 25 January 2019

Hungry Jack's has recreated Victoria Bitter’s classic 'hard earned thirst' ad in a new campaign that pushes burgers instead of beer.

The cheeky spot, developed by Clemenger Sydney, swaps out the well-known tagline 'hard earned thirst needs a big cold beer' for 'hard earned hunger needs a big juicy burger'.

VB first ran the ad in 1968 and used it to celebrate the average working-class Australian man with the various versions largely featuring tradies.

Hungry Jacks' take on the ad includes tradies, but also features athletes, students and music festival-goers 'working hard'.

At the end of the ad, the mix of Aussies are seen enjoying a 'hard earned burger', replacing the beer.

The food chain posted the 30-second spot across Facebook and YouTube this afternoon.

It also tweeted it out to its 11,000 followers with the caption: "A HARD EARNED BURGER NEEDS A BIG, AUSSIE AD. AND THE BEST AUSSIE AD IS…."

Hungry Jack's has become synonymous for its irreverent tone and cheeky marketing ploys. In 2017 it released an ad poking fun at the clean-eating trend and announced it's leaving 'wanker land' by letting people indulge in a big burger.

The fast food brand also caused a stir with a campaign poking fun at vegans last year.

AdNews is awaiting to see how VB responds to Hungry Jack's.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus