| BY Ricki Green |

CB Exclusive – Hungry Jack’s has today kicked off ‘Keeping it Real’, a major brand campaign via Clemenger BBDO Sydney, which 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. “When a Whopper calls. You Answer”.

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

Client – Hungry Jack’s

Chief Marketing Officer – Scott Baird

Marketing Director – Andrew McCallum

Assistant Brand Manager – Estelle Crook

Agency – Clemenger BBDO Sydney

Chief Creative Officer – Ben Coulson

Copywriter – Zander Williment

Art Director – Willy Maitland

Head of Art – Dan Mortensen

Head of Broadcast – Denise McKeon

Integrated Producer – Emma Boreland, Steve Tindall, Kirstin Lees

Group Account Director – Cath Bosson

Senior Account Director – Smaran Jworchan

Planning Director – Giacomo Groff

Agency Editor – Alex Guterres

Senior Sound Engineer – Ant Tiernan

Production Company – FINCH

Director – Patrick Hughes

DOP – Daniel Ardilly

Executive Producer – Corey Esse

Producer – Marge McInnes

Offline – The Butchery

Editor – Jack Hutchings

VFX – The Refinery

Online – Drew Downes

Post producer – Amelia Bromley

Grade – Trish Carhill