| Title | KEEPING IT REAL |
| Brand | HUNGRY JACK'S |
| Product / Service | WHOPPER BACONATOR |
| Category | A06. Retail |
| Entrant | HUNGRY JACK'S Sydney, AUSTRALIA |
| Idea Creation | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Production | FINCH Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Ben Coulson | Clemenger BBDO | Chief Creative Officer |
| Zander Williment | Clemenger BBDO Sydney | Copywriter |
| Willy Maitland | Clemenger BBDO | Art Director |
| Denise Mckeon | Clemenger BBDO | Head of Internal Production |
| Cath Bosson | Clemenger BBDO | Group Account Director |
| Smaran Jworchan | Clemenger BBDO | Senior Account Director |
| Ant Tiernan | Clemenger BBDO | Senior Audio Engineer |
| Patrick Hughes | FINCH | Director |
| Dan Ardilly | FINCH | DOP |
| Corey Esse | FINCH | Executive Producer |
| Marge McInnes | FINCH | Producer |
| Jack Hutchings | The Butchery | Editor |
| Dmitri Golovko | DG Music | Composer |
A regular guy has landed in hipster foodie hell when he’s saved by a call from an unexplained burger phone – like the bad guys in the movies only this one’s different he’s here to help. The mysterious caller gives our protagonist a reality check before urging him to “Keep it Real”. This prompts a blockbuster style action sequence away from ‘hipsterville’ and into Hungry Jack’s.
The spot was rolled out across; TV, Online, Cinema and Mobile and was live between 22 August and September 2017.
The launch of Keeping it Real was the most successful campaign launch in Hungry Jack’s history, and translated to immediate improvements to foot traffic and sales across key products. o Brand consideration highest in 4 years (up 34% from 2016) o 13% uplift in foot traffic to stores (when compared to 2016) o 8% uplift in sales (when compared to 2016) The launch film attracted the attention of both the industry and mainstream media featuring on both Gruen and Sunrise within days of launching. o $8.5million+ in earned media The Keeping it Real launch spot was celebrated for its creativity and strategy both locally and internationally, regularly featuring as; ‘Editors Pick’, ‘Ad of the Day’ and in ‘Top 10’ lists throughout the year.
Fast food advertising in Australia is infamously; boring, overly worthy and motivated by heavy retail messaging. This spot is anything but. It utilizes popular action movie tropes and storytelling to convey it’s message. The spot features big budget stunts, a large cast, has a large emphasis on humour and importantly, is devoid of excessive branding.
In 2017, food had become an overpriced fashion statement and Australia needed a wake-up call. To do this, we took aim at the ‘over-the-top hipster culture’ that had infiltrated wardrobes and eating establishments of Australia. Our weapon of choice? An iconic 80’s burger phone (random, but deliberately so) The burger phone (like the tip-off call in an action movie) represented the conscience of the everyday consumer, and reminded them that in a world gone mad with foodie trends Hungry Jack’s stands proud as the home of big, bold burgers and moments of full blooded indulgence.