Hungry Jack’s targets women with ‘Nothing naughty about it’ campaign
Burger giant Hungry Jack’s is shifting its focus to women for the first time in its 40-year history, with a new campaign from Clemenger BBDO Sydney.
The campaign features a woman who is transformed from grungy rock chick to a more conservative look to reflect Hungry Jack’s ‘Nothing naughty about it’ slogan.
The campaign comes after 18 months of overhauling the chain’s chicken menu, reducing sodium and fat and rolling out new products.
Love it.
Clearly a product of great planning.
hmmm.. whenever i’m “conscious of the content and nutritional composition of the foods i eat”, i always think Hungry Jacks!
That’s pretty cool! I like it
Very, very nice.
emo’s are hungry jacks biggest consumer base
Fun, cool little idea, I like it
Really made me chuckle. I like it!
Brilliant idea and execution!
Nothing naughty about Hungry Jacks? Who are you kidding?
It discriminates young females with tattoos.
It’s also an old man’s ad.
She looked hot with the tats.
That’s very well done – every rock chic I know is going to love it.
Sorry Tully, how is that a product of great planning? I don’t understand. The way I see it is this: the decision to make a healthy burger was probably made by HJ prod marketing in the US because Maccas are doing it. And the creative idea was done by the creatives. I’m happy to be wrong, though. If you can explain.
Great execution, buuut still doesn’t make me think that Hungry Jack’s is any good for you.
Nice idea, great execution … world’s worst voice over
I take it back. I’ve just listened to the radio. Now THAT’S the world’s worst voice over
HAHAHAH AWESOME AD!!!!!!!
The Fence: since HJ is Australian-owned and Australian-managed, it’s very unlikely anyone in the US had anything to do with it (they license the Whopper brand from Burger King Corp, but that’s about as far as the arrangement goes these days).
Anything that marginalises a particular group of women can’t really be that effective can it?
That was good. Totally expected the opposite. *flame off*
Arrgh, well see, if this ad made its entry last month, it would of been up against the Dare Ice Coffee ad for ad of the month. Hungry Jacks would not of stood a chance.
Hungry Jacks is strictly for late night benders when it seems like a good option for soaking up that last wine.
Terrible ad, another fast food ad – what is served is full of fat and women who want to watch their waistline won’t be indulging…..screaming women always make me turn off to another channel.
@The Fence: if you don’t understand how planning works then you fundamentally misunderstand the value that agencies bring to the table. Copywriters/art directors don’t just ‘brainstorm’ ideas to solve the client’s business problems – they are guided down a ‘runway’ by a very tight (client permitting!) strategic insight-driven prop. Any by guided, I often mean hand-held.
So she ate the burger, the looked at herself in the mirror and screamed? Yeah, that’s a great way to sell more burgers…
great that the best thing they can think of to target women is ‘don’t worry, it won’t make you fat!!’
nice implication that women are the only ones who need to be concerned about the content of what they eat.
Bring back the YUMBO!
4 slices ham
2 slices cheese
1 bun
YUM!
Can you not get a naughty girl in a floral dress? They’re the ones you need to watch out for 😉
Its planners like you that have turned our industry into the wank that it is.
I employ six planners at my agency and none of them would be as patronising as you have been towards any creatives.
A prop is only as good as the work it sparks, it is a leaping off point and something that gets left behind.
No campaign in the world will ever make me think of HJ (and McD’s) as anything other than cheap n nasty. (Although not so cheap anymore…I’ve switched to local joints for a late night post-binge fix)
To ‘To Grimace’ – you write as though planning is a necessary-evil and the real genius lay with precious creatives. I’d argue a prop isn’t as good as the work it sparks. A prop is as good as the work the creatives are capable of producing. Sh*t work doesn’t necessarily mean poor planning. Nor does it always mean over-involvement and control from clients. Sometimes, just sometimes, it’s the ‘protected’ species in the agency environment.
Really terrible ad for so many reasons.
I am pretty sure anyone with tattoos (my market) won’t appreciate it either, which is about 1 in 3 for Gen Y their obvious target. It really comes across as the product of a 40+ year old male mind.
And yes the voice over is shockingly bad!
It’s a terrible add because it discriminates alternative women! The slogan is ‘makes it better’ how is a conservitive girl better than an alternative one?!
Um, its not just ‘alternative’ women it discriminates against, it implies women should conform to a standard for how we look and dress.
Also its true emos love hungry jacks. Evidence hungry jacks, queen street mall, Brisbane.
For a fast food ad this ain’t that bad, way better than the phone it in McD’s Olympic efforts.
Pet hate though- the outdoor continues with the tattoo idea/ inspiration/ visual cue/ (insert marketing word here)/ etc. Makes the outdoor sign unreadable from a car. If you do outdoor make the thing legible from 100 m.
Wow. I thought the ad was the other way around. I thought it was trying to say that eating the burger would turn you into a tattooed freak. I’m not joking. That’s what I thought, that it was trying to say that it’s consumers are “out there”.
Found it unbelievably condescending and can’t really see why it makes the product attractive – unless of course, they really want the girl’s mother to buy Hungry Jacks and are happy to alienate anyone with a tatt.