Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Creative

Hungry Jack's Escapes from Kale and Coffee Shops in New Brand Campaign

Clemenger BBDO Sydney is 'Keeping it Real' with hilarious new spot directed by FINCH's Patrick Hughes

Hungry Jack's Escapes from Kale and Coffee Shops in New Brand Campaign

Hungry Jack's has today kicked off a major brand campaign. The campaign, 'Keeping it Real' via Clemenger BBDO Sydney, 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.



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 second brand TVCs, several 15 second product TVCs, large format OOH, digital OOH, social, digital, promo and In-store.
Client

Advertiser: Hungry Jack's

Assistant Brand Manager: Estelle Crook

Marketing Director: Andrew McCallum

Chief Marketing Officer: Scott Baird

Creative Agency

Creative Agency: Clemenger BBDO Sydney

Copywriter: Zander Williment

Art Director: Willy Maitland

Chief Creative Officer: Ben Coulson

Group Account Director: Cath Bosson

Senior Account Director: Smaran Jworchan

Head of Broadcast: Denise McKeon

Head of Art: Dan Mortensen

Integrated Producer: Emma Boreland, Steve Tindall, Kirstin Lees

Planning Director: Giacomo Groff

Content Editor: Alex Guterres

Production Company

Production Company Name: FINCH

Executive Producer: Corey Esse

Director: Patrick Hughes

DOP: Daniel Ardilly

Producer: Marge McInnes

Offline

Edit Company: The Butchery

Post Production / VFX

Post Production Company: The Refinery

Producer: Amelia Bromley

Grade: Trish Carhill

Online Artist: Drew Downes

Music

Sound Engineer: Ant Tiernan

Music Production: Dmitri Golovko @ DG Music

Category: Fast food , Retail and restaurants

Genre: Comedy