Hungry Jack’s slogan change highlights branding challenge

Small businesses that introduce a new tagline must ensure it reflects larger changes within the brand, experts say, after fast-food franchise Hungry Jacks ditched its 16-year old slogan. Hungry Jack’s, which is part of food retailing business Competitive Foods, has abandoned its well-known slogan: “The burgers are better at Hungry Jack’s”. The chain’s […]

Michelle Hammond 19 October, 2011

Small businesses that introduce a new tagline must ensure it reflects larger changes within the brand, experts say, after fast-food franchise Hungry Jacks ditched its 16-year old slogan.

Hungry Jack’s, which is part of food retailing business Competitive Foods, has abandoned its well-known slogan: “The burgers are better at Hungry Jack’s”.

The chain’s new slogan, which will be used in all advertising and marketing material as of this week, is “Hungry Jack’s makes it better”.

According to Jim Wilson, Hungry Jack’s national marketing director, the original slogan was scrapped after becoming a “limitation”.