‘Someone’s suing Hungry Jack’s’: Burger trademark battle heats up with new Big Jack TVC

Hungry Jack’s isn’t taking McDonald’s Big Jack trademark suit lying down, delivering a TVC which taunts the competitor.

McDonald’s began its attack on Hungry Jack’s earlier this month, alleging that the Big Jack burger was an infringement on the Big Mac trademark and that a supporting campaign only served to encourage comparisons.

But Hungry Jack’s has doubled down on its response in a new TV, saying Australians will have no difficulties telling the two burgers apart due to the Big Jack’s superior ingredients and bigger size.

“The Big Jack has 25% more Australian beef. Aussies know you can’t get smaller pan-fried American burgers at our restaurants. We flame grill our beef and that’s why the burgers are better at Hungry Jack’s,” said a spokesperson for Hungry Jack’s,” taunts the voiceover.

“The Big Jack is flame-grilled and only available at Hungry Jack’s restaurants.”

Hungry Jack’s has already said it’s ‘bemused’ by the suit.

“Hungry Jack’s is bemused by the trademark lawsuit filed against it in the Federal Court,” said a spokesperson.

“This is without basis.

“Big Jack is a registered trademark of Hungry Jack’s and it is clearly evident that customers are not confused or misled that the Big Jack and Mega Jack burgers are only available at Hungry Jack’s.”

Should Hungry Jack’s be unsuccessful in its defence of the Big Jack the fast-food chain will have to cease selling the burger, and its upsized relative the Mega Jack, and destroy all promotion materials around the two products.

The suit following McDonald’s issuing the competitor with a demand to cease both burgers, which was ignored by Hungry Jack’s.


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