Keeping it Real

Background

Hungry Jack’s (Australia's Burger King) have always celebrated being the home of Big Burgers and flame grilling but the category isn’t credibly known for real food, and is often seen as the guilty choice. HJ’s have worked hard over the past 18 months on food improvements to deliver real food using real ingredients. However in order to build true credibility beyond food and create a connection with the brand, the task was to reposition Hungry Jack’s as a brand that’s about giving all Australians feel-good moments of full-blooded indulgence – no fads, no guilt, just big bold flavours and big bold burgers.