Fast food instead of foodie
Keeping It Real: In Australia, Burger King is taking aim at hipster food culture.
Whereby Burger King is not quite correct. In Australia, the fast-food chain is called "Hungry Jack's." This is because the name "Burger King" was already protected in Australia by another company when the U.S. giant wanted to expand on the fifth continent in the early 1970s. The burger chain was subsequently named after the Australian franchisee Jack Cowin and is still called that today - with over 340 restaurants throughout the country.
Clemenger BBDO Sydney's new "Keeping It Real" campaign revisits the classic fast food and Whopper DNA: real burgers with no frills. No low-carb, no food-cutting, no fear of fat. And most importantly, not served in canning jars. The protagonist is called to a trendy restaurant where only the iconic retro hamburger phone is reminiscent of real fast food - the prelude to an action movie-style chase:
The idea of using the tried-and-tested normal to set oneself apart from the all-too hip, annoying new is not entirely new, however. For example, its main competitor McDonald's already played this out in February with the topic of coffee (Werbewoche.ch reported).
The launch spot marks the beginning of Hungry Jack's extensive new brand campaign, which launches this week and will be played out across all channels. (hae)
