Hungry Jack’s targets women in new campaign launching today via Clemenger BBDO, Sydney
For the first time in its 40 year history Hungry Jack’s has a new demographic in its sights, investing a significant sum in the marketing of its healthier new chicken range to women.
Hungry Jack’s integrated multi-channel marketing campaign ‘Nothing naughty about it’, developed by Clemenger BBDO Sydney, includes television, magazine, radio, outdoor, online, mobile, and cinema advertising along with eDM communication. Lifestyle and women’s magazines form a key component of the campaign.
LISTEN TO THE RADIO AD:
Jim Wilson, Hungry Jack’s national marketing director, said the business had spent 18 months overhauling its chicken menu with massive reductions in sodium and fat and the introduction of brand new products.
Says Wilson: “The selection of 10 different chicken products, from salads and wraps to burgers and nuggets, will appeal to those women who are conscious about the content and nutritional composition of the foods they eat.”
Wilson said Hungry Jack’s had deliberately avoided creating a stand-alone range of healthy choices, opting instead to make its entire menu healthier while retaining the great taste customers had come to expect.
Says Wilson: “We have created the healthiest burger in our history, the TenderGrill Chicken Burger, with just 749mg of sodium, less than two grams of saturated fat, a 42 per cent reduction in total fat, and a 58 per cent drop in sugar in the bun.
“The burger, marketed as 100 per cent chicken breast that’s grilled not fried, also includes low-fat light mayonnaise, oak-blend lettuce, tomato, and spanish onion.
“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.
Hot off the back of recent digital media success including the brand’s new iPhone app featuring a nutritional calculator and ‘Shake & Win’ feature, Wilson said Hungry Jack’s had again built social media into its marketing mix.
“It’s an important channel for us, particularly Facebook where our fan base has grown by almost 80 per cent in the past 12 months. The ability to access instant customer feedback is a major reason why we’re offering our Facebook fans TenderGrill Chicken Burger vouchers for just $1.”
The new ‘Nothing naughty about it’ TVC and radio commercials begin today.
Hungry Jack’s:
Jim Wilson: National Marketing Director
Paul Tredinnick: National Marketing Manager
Clemenger BBDO Account Team:
Baz Baker: Art Director
Chris Pearce: Copywriter
Simon Cox: Freelance Art Director
Justin Cox: Group Account Director
Graham Alvarez: Strategy Planner
Charleen Ong: Account Director
Claire Tritton: Senior Account Manager
Sarah Gebhardt: Account Manager
Henry Welch: Print Producer
Dave Flanagan: Digital Producer
Daniel Rocca: Print Producer
Jonathan Gerard: TV Producer
Production Team:
The Feds: Production Company
Jude Lengel: Producer
Graeme Burfoot: Director
Public relations: Wrights PR
12 Comments
No i’m not from the agency/production company/client/pr agency…
And I really like this spot. Damn tough category, and ‘healthy fast food’ is a fucking big ask… but you guys have managed to pull it off.
Good on ya’s.
Actually pretty good
….radio’s awful though.
Who shoot it?
Great talent, shit ad.
You deserve an award for getting this through Jim Wilson.
Well done Clemenger.
Not one single CD adds claim to having being involved in the ad. It says Clems Sydney so we know who you are.
Hate to be harsh but this is just plain average. I say management need to give Carasco a go, surely she could do better.
Compared to the two hands rubbish that ran for years this is brilliant.
Won’t pick up creative awards, but i’m betting you’ll see some effectiveness gongs for HJ’s next year. Well done guys.
I like it. Better than anything Nando’s/Oporto/Dominos/McDonald’s has done recently, if you think about it.
Anyone seen the m&m ads?
its gross