“We’re not about pretension, particularly when it comes to the food we serve. We’re about real food, made real good.” [Scott Baird, chief marketing officer, Hungry Jack’s]

Fast food has found a clever positioning.

Clemenger Sydney’s new campaign for Hungry Jack’s, Keeping it Real, establishes Hungry Jack’s as one of the things in life that satisfies – rather than pretentious fads that don’t.

The hero ad borrows from classic action movies to capture its audience, and uses humour to gently mock the pretensions against which it sets itself.

The campaign supports a national revamp of Hungry Jack’s, which includes an all new crew uniform, fresh store decals and design features including new menu boards and signage that reflects the new Keeping It Real look and feel.

Baird commented, Keeping It Real is more than just a campaign line, it’s an ideology for the brand.

“Over the past 18 months we have made real improvements in the quality of our food with 100 per cent Aussie Beef with no added hormones, cage free eggs, 100 per cent Arabica coffee, no added flavour or colours in our desserts and 100 per cent chicken breast in our nuggets.”