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.

Hungry Jack’s national marketing director Jim Wilson said: “The selection of 10 different chicken products, from salads and wraps to burgers and nuggets, will appeal to those women who are conscious about the content and nutritional composition of the foods they eat.”

The campaign will run on TV, radio, outdoor, online, mobile, eDM and cinema, with a focus on lifestyle and women’s magazines.



Baz Baker: Art Director
Chris Pearce: Copy Writer
Graeme Burfoot: Director
Simon Cox: Freelance Art Director
Justin Cox: Group Account Director
Graham Alvarez: Strategy Planner
Charleen Ong: Account Director
Claire Tritton: Senior Account Manager
Sarah Gebhardt: Account Manager
Henry Welch: Print Producer
Dave Flanagan: Digital Producer
Daniel Rocca: Print Producer
Jonathan Gerard: TV Producer


  1. Tully
    29 May 12
    10:59 am

  2. Love it.

    Clearly a product of great planning.

  3. The Truth
    29 May 12
    11:08 am

  4. hmmm.. whenever i’m “conscious of the content and nutritional composition of the foods i eat”, i always think Hungry Jacks!

  5. ha
    29 May 12
    11:58 am

  6. That’s pretty cool! I like it

  7. Shabbadu
    29 May 12
    12:16 pm

  8. Very, very nice.

  9. in adelaide
    29 May 12
    12:18 pm

  10. emo’s are hungry jacks biggest consumer base

  11. Archie
    29 May 12
    1:37 pm

  12. Fun, cool little idea, I like it

  13. Ashley
    29 May 12
    1:41 pm

  14. Really made me chuckle. I like it!

  15. Solange
    29 May 12
    1:42 pm

  16. Brilliant idea and execution!

  17. Anonymous
    29 May 12
    1:48 pm

  18. Nothing naughty about Hungry Jacks? Who are you kidding?

  19. CD Inc
    29 May 12
    1:50 pm

  20. It discriminates young females with tattoos.
    It’s also an old man’s ad.
    She looked hot with the tats.

  21. Mark Greenmantle Photography
    29 May 12
    1:51 pm

  22. That’s very well done – every rock chic I know is going to love it.

  23. The Fence
    29 May 12
    1:53 pm

  24. 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.

  25. Haylee
    29 May 12
    2:00 pm

  26. Great execution, buuut still doesn’t make me think that Hungry Jack’s is any good for you.

  27. Ralph
    29 May 12
    2:02 pm

  28. Nice idea, great execution … world’s worst voice over

  29. Ralph
    29 May 12
    2:04 pm

  30. I take it back. I’ve just listened to the radio. Now THAT’S the world’s worst voice over

  31. Chris
    29 May 12
    2:19 pm


  33. john b
    29 May 12
    2:46 pm

  34. 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).

  35. KG
    29 May 12
    2:48 pm

  36. Anything that marginalises a particular group of women can’t really be that effective can it?

  37. BK
    29 May 12
    2:56 pm

  38. That was good. Totally expected the opposite. *flame off*

  39. Mick
    29 May 12
    3:35 pm

  40. 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.

  41. Red
    29 May 12
    3:44 pm

  42. Hungry Jacks is strictly for late night benders when it seems like a good option for soaking up that last wine.

  43. Carole Goldsmith
    29 May 12
    4:58 pm

  44. 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.

  45. Grimace
    29 May 12
    5:51 pm

  46. @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.

  47. Neb
    29 May 12
    6:01 pm

  48. So she ate the burger, the looked at herself in the mirror and screamed? Yeah, that’s a great way to sell more burgers…

  49. audrey
    29 May 12
    6:11 pm

  50. 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.

  51. Janine
    29 May 12
    6:13 pm

  52. Bring back the YUMBO!

    4 slices ham
    2 slices cheese
    1 bun


  53. Jenelle
    29 May 12
    7:57 pm

  54. Can you not get a naughty girl in a floral dress? They’re the ones you need to watch out for 😉

  55. To Grimace
    30 May 12
    7:23 am

  56. 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.

  57. joe p
    30 May 12
    8:42 am

  58. 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)

  59. bob is a rabbit
    30 May 12
    9:41 am

  60. 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.

  61. Inked - Ness
    1 Jun 12
    10:33 am

  62. 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!

  63. kate
    5 Jun 12
    3:45 pm

  64. 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?!

  65. peanut
    5 Jun 12
    4:46 pm

  66. 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.

  67. Oliver Escott
    5 Jun 12
    4:50 pm

  68. 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.

  69. Helen
    15 Jun 12
    6:26 pm

  70. 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”.

  71. h
    27 Jun 12
    10:01 pm

  72. 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.