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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

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