Hungry Jacks targets hipster food fads in new campaign

Hungry Jack’s is helping Aussie burger lovers to escape the pretension of food fads and “keep it real” in an integrated brand campaign.  

The campaign takes aim at hipster food trends while celebrating the real ingredients in its food with an ad that pays homage to classic action movies.

The ad follows a man who receives a mysterious phone call, which sets off a chain of events that sees him running through barber shops, yoga studios and falling into a truck load of kale, before finally arriving at a Hungry Jacks restaurant.

The campaign features the tagline, ‘Keeping it Real’, which Hungry Jack’s chief marketing officer Scott Baird says is the brand’s ideology.

“We’re not about pretension. We’re about real food, made real good. Over the past 18 months, we have made 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 integrated campaign includes TV, OOH, social, digital, promotional and in-store advertising. 

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