The basic strategy for Hard Yakka ran for around 35 years and involved celebrating the hard working aussie working class. The jingle, which if I recall correctly was written by Mike Brady, was mixed and remixed for a good 10+ years.
From 1989
From 1995
Early 2000’s
No longer using the original jingle
And from their most recent campaign – again back to the old strategy & jingle which worked so well for them over 35 years. The most recent campaign was done by Wilson Everard – its a brave (and pretty darned smart) agency who’s prepared to put aside creative egos and work with something which is proven to work for the brand.
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