Fast-food chain Hungry Jack's has tweaked its 16-year-old tagline "The burgers are better at Hungry Jacks" by removing the reference to burgers.
The new tagline, "Hungry Jacks Makes It Better", is an attempt for the brand to find "greater relevance" to its "increasingly broad" customer base.
Clemenger BBDO Sydney chief executive Andy Pontin said in a statement: "Initially used by Hungry Jack’s in 1995, ‘The Burgers Are Better’ was a statement that first came from consumers. As far as they are concerned, it’s a product truth ... But it’s important moving forward that the brand stands for more than just great-tasting beef burgers."
Hungry Jack's national marketing director Jim Wilson said the old tagline had become a "limitation" for the brand, but that the new tagline would leverage the equity of the term "better".
"We haven’t completely let go of the past. We’ve retained one element from our former tagline and built it into our new one to reflect Hungry Jack’s today and tomorrow,” he said.
The tagline made its first appearance in a television spot promoting Hungry Jack's Country Burgers, which went to air today.
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