Hungry Jack’s hits back at junk food advertising shame award: ‘we don’t target kids’

Hungry Jack’s has hit back at a group of parents who have accused the burger chain of using digital media to target children.

The brand, which changed its slogan from ‘The burgers are better’ to ‘Makes it better” earlier this year as part of a plan to improve its nutritional credentials, was yesterday named in the Parents’ Jury’s Fame and Shame Awards for marketing junk food to children through its ‘Makes it better’ app.

In a short statement, Hungry Jack’s told Mumbrella: Hungry Jack’s does not have children as part of its core target audience and accordingly, the smartphone app is not aimed at children.”

“The app rewards Hungry Jack’s customers by offering better value and it features an industry first nutritional calculator to help people make more informed decisions about what they choose to eat.”

The other brand to be singled out for using internet marketing to target kids by Parent’s Jury was Chup Chups, while Kellogg’s was deemed guilty for using traditional media to encourage pester power.


  1. Billy C
    23 Nov 12
    1:38 pm

  2. So the toys from the Wiggles Movie, Rugrats and The Muppets they gave away were for adults? Regardless of the smart phone app they obviously target children with their meals. Why so defensive about the app? Is it only appropriate when it’s blatant?
    Now excuse me while I go away and play with my AFL Kids Club finger puppets I picked up at Hungry Jacks.

  3. Mark W
    23 Nov 12
    2:16 pm

  4. They had giveaways of The Muppets and i missed out! Bugger, that teaches me for not watching kids programs!

  5. BB
    23 Nov 12
    4:00 pm

  6. TBH the only advertising of theirs I’ve seen online and on TV have been very late-teen young-adult oriented – what kind of parent is buying their child a smartphone and letting them use it unsupervised? The app isn’t even disguised as a game or anything.

  7. Technojames
    23 Nov 12
    4:36 pm

  8. Targeting lollies at kids… outrageous!

  9. wtf?
    23 Nov 12
    10:52 pm

  10. What a load of crap. They absolutely target kids…they have a budget set aside just for it and no doubt research it as well. So having a pirate or fairy party at not Hungry for Jack’s is for adults too? Btw, makeshitbetter didn’t, so now their brains trust have gone back to using what wasn’t broken aka…the burgers are better and not just that, a 2012 version of the 1990’s food porn followed by the slow mo eye rolling enjoyment shot campaign (youtube if you don’t believe me…just better talent and production now)everything old isn’t new again, it just means no one can come up with a BETTER idea and after months of negative comps, why not? New Ceo didn’t work, new agency didn’t work, new strategy didn’t work and that’s because nothing was broken, just mr 2 ic with his tiny misogynistic pov.

  11. Bustin Jeibers
    26 Nov 12
    11:48 am

  12. To be fair to them – their burgers really are better than at Maccy D’s.