The old slogan is better at Hungry Jacks

The old tagline is back

Hungry Jacks has quietly reinstated its “The Burgers Are Better At Hungry Jacks” slogan a year after ditching it for the line “Makes It Better.”

The company confirmed the decision to Mumbrella today. It quietly returned to the old slogan several weeks ago.

The brand rethink was announced in October 2011 following the introduction of vegetables as a side-dish on its menu. At the time the chain’s national marketing director, Jim Wilson, said ‘the burgers are better’ tagline had become a limitation for the brand, although the new line would “leverage equity from the term ‘better’”.

The move to ditch the line came not long after Clemenger BBDO Sydney won the Hungry Jacks account from MJW. At the time, eyebrows were raised over the loss of such a powerful line.

In a statement to Mumbrella today, Wilson said: “Hungry Jack’s has reinstated its famous ‘The Burgers are Better’ tagline reinforcing the brand’s superiority on taste and flavour. Customer feedback overwhelmingly encouraged the brand to return focus to its core strength and ‘The Burgers are Better’ advertising line.

‘The Burgers are Better’ had been Hungry Jack’s marketing slogan for 16 years and reflects research insights that customers believe Hungry Jack’s burgers taste better than those of competitors.”

Clemenger BBDO had not returned Mumbrella’s calls at the time of posting.

The 2011 ad taking the new “Makes it better” direction”:

Back to The Burgers Are Better:

Hungry Jack’s is not the only established Australian brand to return to an old slogan. Last year, VB returned to “For a hard-earned thirst”.

Marcus Casey


  1. Johnny
    23 Jan 13
    1:58 pm

  2. I take it Clemenger’s hold on the creative account is not very good then..

    Creative over the last year has been pretty pathetic on this brand

  3. PantryRaider
    23 Jan 13
    2:50 pm

  4. Yay! Not a burger fan, but it was definitely better slogan.

  5. Groucho
    23 Jan 13
    3:25 pm

  6. Meanwhile that is time when ‘the burgers are better’ the brand will never get back. If I owned Hungry jacks I would be looking for scalps. Maybe thats why they’re not returning calls.

  7. Tim
    23 Jan 13
    4:46 pm

  8. The new slogan leveraged the equity from the what what? Well, *there’s* your problem. It’s a classic case of underthink masked as overthink.

  9. Hoin
    23 Jan 13
    5:11 pm

  10. I guess when you change agencies and they produce a dud campaign with a boring, amorphous slogan it is OK to “de-leverage your equity”.

  11. Who me bitter?
    23 Jan 13
    5:38 pm

  12. One of the longest running lines in modern advertising, I believe created by Tim Crowther back in the 1980’s.

    What’s a brand line worth over a thirty year period?

  13. fur burger
    23 Jan 13
    5:58 pm

  14. The humble pie is better at Hungry Jacks

  15. Dan
    23 Jan 13
    6:05 pm

  16. Get those Madden brothers advertising Hungry Jacks – that should work….apparently.

  17. Anonymous
    23 Jan 13
    11:21 pm

  18. The theme line was written by Ian Wadelton when the account was at Hertz Walpole.
    He also performed the original voice over tag … recoreded at Clax Studios Sydney

  19. Rob Dabank
    24 Jan 13
    8:45 am

  20. Heads should roll. This is why people in finance and strategy have little respect for the decision makers in marketing who waste time and effort and resources messing with what they have spent 30 years building, only to backflip.

  21. Rumpelstiltskin
    24 Jan 13
    9:02 am

  22. Who couldn’t see this was going to happen! Dropping it in the first place was the stupidest thing I have ever witnessed in advertising history. I agree with Groucho.

  23. Overkill
    24 Jan 13
    10:19 am

  24. “The Madden brothers are better at Hungry Jacks”

  25. Anonymous
    24 Jan 13
    10:27 am

  26. The should brung back the guy who did the voice too … heaps cooler.

  27. aussie burger
    24 Jan 13
    10:50 am

  28. our new burger has egg…….on our face

  29. Blind Freddy
    24 Jan 13
    11:27 am

  30. Flip burgers, not slogans.

  31. Anonymous
    24 Jan 13
    12:52 pm

  32. Another bit of crazy thinking was Tooheys dropping, “I feel like a Tooheys or two.”
    Stupid, stupid, stupid. I think the then boss of Tooheys Gordon Cairns made that decision despite the overwhelming research evidence of heaps of groups.

  33. Tom
    24 Jan 13
    6:04 pm

  34. The advertising is shit at Hungry Jacks… It is now and was before Clems even got hold of. The previous incumbent rolled out awful dross for bloody years and got away with it for a long time.

  35. Anonymous
    3 Feb 13
    12:42 pm

  36. what was the name of the original ad company that won the marketing campaign in the first place