The burgers aren't better at Hungry Jack's!

McDonald's key competitor in Australia, Hungry Jack's, were perceived to have better burgers, leading to the decision to launch a new premium burger.

The burgers aren't better at Hungry Jack's!

Agency DDB SydneyAdvertiser McDonald's ANZAuthor Russ MitchinsonTotal Campaign Expenditure $10 - 20 million

Macca's has always been the home of the beef burger. Take the iconic Big Mac launched in 1967 in Pittsburgh, USA and unchanged for 42 years the world over. This burger defines the McDonald's brand, is used as a global benchmark and sometimes a currency index!1Or the Quarter Pounder, created in California in 1971 and born of the belief that consumers were looking for a higher ‘beef-to-bun’ ratio, hence the name...

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