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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.

[powerpress url=”http://mumbrella-uploads.s3.amazonaws.com/uploads/2012/05/HJK0621-CHICKEN-RANGE-RADIO-30.mp3”]

Credits:

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

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