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Hungry Jack’s ditches ‘the burgers are better’ slogan

Hungry Jack’s is scrapping its ‘the burgers are better…’ slogan after 16 years to reflect the fast food chain’s addition of healthier options to its menu.

The new slogan will be: “Hungry Jack’s makes it better”, which will be used in all communications from this week.

The brand rethink follows the introduction of vegetables as a side-dish on its menu last month.

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’”.

“We haven’t completely let go of the past. We’ve retained one element from our former tagline and built it into our new one to reflect Hungry Jack’s today and tomorrow,” he said.

“It mirrors the comprehensive changes happening across every facet of our operation – from the new cup of fresh vegies we call Salad Stix, to the industry’s first burger made with organic beef and the installation of Australia’s first national menu boards displaying kilojoule counts.”

According to the company, the sugar levels in its buns have been cut by 60 per cent, the sodium level in chicken nuggets reduced by a third, and the saturated fat levels of fries cut by 76 per cent due to a move to a canola-based oil blend.

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