Wednesday, December 07, 2011

Beef of difference?

Hungry Jacks make dirty burgers.
Like, greasy, hi-calorie, don't-give-a-shit unhealthy burgers.
Yet this year, they've rebranded themselves with a new agency, and replaced their heritage tagline 'The burgers are better at Hungry Jacks' with 'Hungry Jacks. Makes it better'. (WTF right? But still not as bad as KFC's 'So good' line.)
And this is the launch of their premium beef line.

Now compare that with this:

Did you even notice the 2nd one was a McDonald's ad? I understand the new clean look with the better burgers. But where is the fucking point of difference? Did they even bother hiring a different voice actor?
Is branding really going backwards?